“This is not a shift away from one panel-based system to another, but a definitive step toward embracing the metrics brands already use to evaluate media companies,” said Kelly Abcarian, executive vice-president of measurement & impact at NBCUniversal Advertising and Partnerships.

“We have an obligation to deliver consumers a great experience and an obligation to our customers and shareholders to utilise measurement systems that adequately capture the reach, attention, and outcomes we deliver.