Now is the moment for broadcasters to take control of cross-screen TV measurement

Partner content

How do you measure reach, frequency and performance when your audience is everywhere? The opportunity now is not just to fix measurement but to rethink it — from the ground up.

Audiences today don’t watch TV the way they used to. They consume content across linear broadcasts, broadcaster on-demand services and internet-connected streaming platforms — often across multiple screens within the same household.

For broadcasters and advertisers alike, this fragmentation presents a growing challenge: how do you measure reach, frequency and performance when your audience is everywhere?

Advertisers, in particular, are struggling to piece together the full impact of their campaigns across screens. While linear TV continues to offer mass reach, the rise of digital video and connected TV (CTV) has shifted expectations towards precision, transparency and real-time performance.

The industry is at a tipping point: the traditional tools that once served TV well are no longer enough.

Fortunately, the TV ecosystem is evolving. Advances in hardware and software, along with the increasing availability of return-path data, are transforming the “black box” of TV into a measurable, actionable environment. Technologies that enable addressable TV, via HbbTV or set-up boxes, are giving broadcasters new levels of visibility into audience behaviour.

Around the world, broadcasters and measurement providers are adapting. In the US, Nielsen lost its Media Rating Council accreditation in 2021 after concerns around under-measurement during Covid-19, only regaining it in 2023 and again in 2025 after incorporating big data into its methodology.

In key European markets, TV currency systems are evolving to integrate digital session data, marking a shift towards more precise and future-ready audience measurement (see HbbTV Association, 2024; AGTT, 2024). These changes signal a broader industry shift: the move away from purely panel-based measurement towards more sophisticated, data-rich approaches.

Yet, despite progress, data silos persist. Fragmented systems and limited interoperability continue to prevent a true cross-screen view. The opportunity now is not just to fix measurement but to rethink it — from the ground up.

Why broadcasters are uniquely positioned right now

Amid this transformation, broadcasters are in a stronger position than they may realise. For the first time in years, they hold a clear advantage in the race for better measurement.

First, they have direct — and, in some cases, exclusive — access to some of the most valuable datasets in the TV ecosystem. Through HbbTV signals, set-top boxes and telco-distributed internet protocol TV, broadcasters are uniquely positioned to generate proprietary, privacy-compliant insights into viewing behaviour that are difficult for others to replicate.

Second, they have the unique ability to connect this data across channels. By combining linear TV data with signals from CTV and online video, broadcasters can offer a true cross-platform view of campaign performance — an insight advertisers crave but often can’t get from siloed digital tools.

Third, the timing is critical. Broadcasters currently have the upper hand, but it may not last. If they don’t act now to make meaningful use of their exclusive data, agencies and digital-native platforms will step in to define the standards and take advertiser budgets with them.

Without action, broadcasters also risk losing relevance in conversations about performance and return on investment. Digital platforms offer deep audience insights, outcome-based buying models and real-time optimisation. If broadcasters can’t match this level of accountability, they risk falling behind.

But if they move now, they can define the next phase of TV measurement — on their terms.

What deterministic, data-driven measurement enables for broadcasters

Unlike probabilistic models — which rely on assumptions and extrapolated data — deterministic measurement uses direct, verifiable signals to track exposures across screens at household or device level.

For broadcasters, this can mean linking linear, addressable and CTV impressions using HbbTV signals during linear broadcast, log-level data and device IDs to accurately measure ad exposure.

The result is greater precision, more accurate deduplication and the ability to tie exposure to outcomes with confidence.

Deterministic, cross-screen measurement opens the door to a new range of strategic opportunities for broadcasters:

1. Stronger advertiser relationships: By offering advanced measurement and transparent performance metrics, broadcasters can differentiate their media offerings and build deeper trust with advertisers.

2. Internal planning intelligence: Owning and analysing first-party data allows broadcasters to create powerful internal databases that support smarter campaign planning and long-term strategy.

3. Industry benchmarks and seasonal insights: Consistent, high-quality data enables broadcasters to monitor patterns across industries and time frames, offering value-added benchmarks and trend analysis to clients.

4. On-demand analytics for advertisers: From reach and frequency to incremental lift, deterministic data allows broadcasters to offer advertisers actionable insights that help optimise campaigns.

5. Data-driven product development: Measurement data can power innovation — including new advertising products, packaging models, optimisation tools and activation strategies specifically focused on reach, frequency build-up and reminder targeting.

6. Performance-driven campaign models: Broadcasters can explore new pricing strategies based on real-world outcomes, such as cost-per-visit or cost-per-conversion models tied directly to campaign impact.

7. Fulfilling the promise of convergent TV: Deterministic measurement makes it possible to deliver on what convergent TV has long promised: simplified planning, cross-screen consistency and performance accountability. By applying digital best practices to the big screen, broadcasters can make TV a more measurable and impactful part of the media mix.

A defining moment

The window of opportunity for broadcasters is now. The technology exists. The data is available. And the market is ready for a smarter, more accountable way to measure TV and video campaigns.

Broadcasters that move quickly can define the standards, build lasting advertiser relationships and carve out a leadership role in the evolving media landscape. Those that wait may find that others — media agencies, digital platforms or measurement providers — have already set the terms.

By embracing deterministic, cross-platform TV measurement, broadcasters won’t just catch up to digital — they’ll lead.

Frank Plähn is vice-president of audience products at Smartclip