Forbes asks: What will the future of audience measurement be?

September 21

Forbes Contributor Brad Adgate caught up with several of the leaders in the television measurement space to get their insight into the future of audience measurement. TVision's CEO Yan Liu contributed.

Yan says, "The future of TV-specific measurement will rely on both big data providers and panels. Both are needed since large data sets (think set-top-box and smart TVs) only account for household-level viewing. Specific demos are often over- or under-represented by household data. For example, projected demographic viewership based on household-level data alone overstates the size of the "males under 18" demo that watch a major sports TV network by 185%. To solve these inaccuracies, the industry needs person-level viewing data to calibrate their big data sets — this data is available through TVision’s calibration panel."

To hear more from Yan and other industry leaders from TVSquared, VideoAmp, iSpot and more, check out the full article on Forbes.

More resources from TVision

Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.

Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform.

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