How is linear TV measured?

Linear TV measurement is traditionally conducted by Nielsen, which uses statistical sampling to determine how many viewers we can assume are watching any channel at one time.

Audience engagement is not unique to either linear or CTV. After all, just because the TV is on doesn’t mean someone is watching it. What if viewers are looking at their phones instead of the TV? This is why you should understand the difference between ctv vs linear. You should also know that CTV measurement is about tracking and analyzing the success of TV advertising campaigns. In order to reliably measure the effectiveness of advertising, there are many CTV metrics to consider.

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