Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

3 developments shaping how marketers should look at TV

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

1. Nielsen has regained its accreditation

The Media Rating Council (MRC) announced last week that Nielsen regained its approval, making Nielsen the sole currency provider with an MRC-accredited service as we enter this year’s upfronts.

“One of the potential beneficiaries of the post-Nielsen era will be Nielsen,” our analyst Paul Verna said on a recent episode of our “Behind the Numbers” podcast. “By that I mean that Nielsen was really not out of the running at any point as a currency, even though the loss of accreditation spawned this sort of arms race of other providers for alternative currency.”

While this news is significant, Nielsen declined to work with the Joint Industry Commission’s certification program.

“This reinstatement only applies to one of the many services Nielsen is offering,” said Verna. “But overall, it indicates that Nielsen is still in the game.”

2. Netflix fumbles live

The streamer blundered its second live event, a “Love Is Blind” reunion special, which left fans disappointed.

“[Netflix] needs to step out of its comfort zone to generate new revenue streams, and live programming is one of them,” said Verna. “It’s also one that they have famously dismissed in the past, only to now consider it and test it. So the fact that they failed in their second attempt is not great news for them.”

Netflix posted mixed earnings last week, with revenues of $8.16 billion falling slightly below expectations of $8.18 billion. The company hopes a crackdown on password sharing later this year will boost revenues.

According to Verna, the live programming failure won’t weigh too heavily on Netflix. “This is a stumble, but they will overcome it.”

3. CTV partners with retail media

Instacart and Roku announced a streaming and delivery partnership this week, part of an ongoing trend of connected TV (CTV) merging with retail media.

The Kroger Co. and The Walt Disney Co. have an advertising deal. Albertsons Companies is in business with Omnicom Media Group. Walmart is working with Roku, TikTok, and Snap. And Amazon is working with, well, Amazon to match retail media’s high-quality data with CTV’s top-of-funnel potential.

It makes sense: CTV is the fastest-growing major ad format in the US this year. But it’s not the biggest retail media player. CTV will account for just 13.0% of all retail media’s display ad spend come 2027.

This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.