The owner of popular media outlets like HBO, CNN and TNT intends to offer its own audience-measurement data next year, with hopes of doing some deals based on its efforts in the 2022 upfront, Andrea Zapata, who oversees data, research and insights for the company’s ad-sales unit, said in an interview. “We are doing this because we believe that there has got to be a better alternative in measurement solutions,” she said.
Source: WarnerMedia Plans to Launch Nielsen Measurement Alternative in 2022