[Marketing Week] Bob Koigi: The future of TV measurement is in big data and panels

The television industry is undergoing a major transformation. With the explosion of streaming platforms, on-demand content, and fragmented viewing habits, traditional TV measurement methods have struggled to keep pace. In response, a new approach has emerged, one that combines the scale of big data with the precision of panel-based measurement.

This hybrid model, often called ‘Big Data + Panel,’ is redefining how audiences are measured, offering a more accurate, comprehensive and dynamic understanding of viewer behavior.

With the rollout of its Big Data + Panel methodology, Nielsen has become the first accredited national provider to fully integrate large-scale device data with traditional household panels—an advancement it describes as the most accurate system in its history.

Campaigns of the week

Samsung Electronics is promoting its latest AI-enabled innovations and vision through a new global campaign, “SmartThings meets AI Home.” Thanks to SmartThings, Samsung’s global connected living platform has a provision where you can connect and control smart home devices in one place.

Sephora has partnered with Haus Labs by Lady Gaga to release a global campaign under its We Belong to Something Beautiful platform. Created with Maison BETC Paris and BETC Fullsix, the campaign promotes inclusion, belonging and mental health through beauty.

Pepsi is taking NFL stars Josh Allen and Justin Jefferson off the field and into stadium parking lots with its new campaign Tailgate Crashers. The initiative aims to put Pepsi at the heart of gameday tailgates, positioning the drink as the perfect partner for food and football celebrations.

Agencies and accounts

DEPT has been named Digital Agency of Record for Miles & More, the loyalty program of the Lufthansa Group. The appointment extends DEPT’s existing relationship with the airline group.

Commonwealth Superannuation Corporation (CSC) has appointed HERO as its creative agency following a national pitch. The partnership will support the evolution of CSC’s brand and strengthen its communication with members.

McDonald’s Riyadh International Catering Corporation (RICC) has selected MRM Saudi Arabia as its agency of record for customer relationship management (CRM) following a competitive pitch.

Partnerships and acquistions

Smartly has announced an integration with Spotify Ads Manager, enabling brands and agencies to manage Spotify audio and video campaigns directly within the Smartly platform alongside other digital channels.

Empower Media and Ocean Media have merged to create Empower Ocean Media Group, becoming the second-largest, full-funnel independent media agency group in the U.S., managing $1.5 billion in combined media billings.

The Public Relations and Communications Association (PRCA) has entered into a partnership with GovConnex, naming the company as its exclusive Public Affairs Partner.

Appointments

A new creative force has arrived at VENGEAN: Creative Director Annis Anakotta. With a strong background in creative leadership at agencies, Annis brings a wealth of experience, entrepreneurial spirit and a fresh perspective, with a vengeance.

adam&eveDDB has appointed Britt Iversen as Executive Strategy Director, with a remit to lead strategy across key clients including Amazon.

Other major news of the week

Marketing Report is expanding its international presence with the launch of LinkedIn Groups in Vienna, Zürich and Düsseldorf. These three cities are among the most dynamic business hubs in the DACH region and offer numerous opportunities for entrepreneurs, marketers and investors.

Publicis Groupe Australia has introduced Influential, a dedicated agency that unites its social, content and influencer capabilities under a single brand.

Bob Koigi is the editor-in-chief of Marketing Report.One

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