From TV Ratings to Total Video: Why 2027 Changes More Than Measurement

The TVM Phase 1 system is scheduled to launch in January 2027, with later phases expected to expand measurement to BVOD, OTT/SVOD, personal devices, social video and eventually cross-device measurement. The bigger question isn't simply: "What happens to TV ratings?" It's: "What happens when television stops being the thing we're measuring, and video becomes the thing we're measuring?" Because when the audience changes, the measurement changes. And when measurement changes, planning, buying and ultimately the value we assign to media changes too. This episode builds on some of the ideas I've explored previously: LSM to SEM:    • LSM to SEM Evolution Unpacked   South Africa's Digital Leap:   / south-africa-supposed-10-years-behind-than...   When Upward Mobility Moves Neighbourhoods:   / when-upward-mobility-moves-neighbourhoods-...   #MediaMom #TotalVideoMeasurement #TVM #SouthAfrica #MediaMeasurement #MediaPlanning #ProgrammaticTV #DTT #ConnectedTV #CTV #DigitalMedia #Advertising #MediaStrategy #AudienceMeasurement