The ad industry’s lofty ambitions for alternative currencies has come back down to planet Earth. Alt currencies struggle to gain market share because most buyers and sellers still transact on Nielsen numbers, while audience panels are back on the measurement menu.
Agencies are busy gearing up to buy client campaigns on alt currency this upfront season. But the transition to alt currency is a work in progress, and the industry isn’t dumping Nielsen entirely.
This year, TV upfront spend will likely be softer, and buyers will be slower to make long-term commitments. Consider it a plateau.
