Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

Viacom & Time Warner move away from Nielson rating as measurement for ad billing

Viacom and Time Warner are in talks with advertisers to potentially have sponsors begin paying for ads based on how ads effect consumers, rather than the currently used Nielson rating – a measurement how many people see the ads.

The change, which was reported by Variety, further solidifies the shrinking role television is playing in the industry.

Mary Ellen Barto, vice president of brand media at Arby’s, which still spends more than $50m on TV advertising, said that marketers face many tasks within the changing industry.

“Consumers now have so many options for how to spend their time and where and when they access content,” she told Variety. “It has really become increasingly challenging for marketers to know where to invest their dollars for maximum effect.”

Ultimately, the Viacom talks could expand to include agreements about consumer involvement with ads based on social media, it was reported.

Sign up to The Drum's Daily US newsletter to keep up with the latest in American marketing and media.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.