GroupM’s Bharad Ramesh explains why TV advertising’s measurement shift is only getting started

In this episode of The Digiday Podcast, Tim Peterson interviews Bharad Ramesh, Executive Director of Research and Investment Analytics at GroupM, about the shifting landscape of TV ad measurement. They discuss the industry's move beyond Nielsen, the testing of alternative measurement providers like iSpot.tv and Comscore, and the challenges of integrating these new currencies into planning tools. Bharad shares GroupM's efforts to ensure fair audience representation and the complexities of defining and deduplicating households. The conversation also explores the potential for a "currency converter" to standardize measurements across different providers and the need for a new commercial model where clients share the costs of measurement to have a greater voice in shaping the future of TV ad measurement.