Audience Measurement and TV Ratings are evolving
Advertisers no longer have the same requirements, specially since this market has changed so much thanks to the increasing share of digital advertising. Indeed, for some years already, digital ad spending has by far overcome the traditional TV ad spending on the market.
New digital advertising formats, like those for Addressable TV, appear to be the only effective way to abord this new advertising paradigm on TV. This also means that traditional audience systems are losing their value.
In a nutshell, where data is king, the ability to collect and analyse it is what is mainly driving the change.