VideoAmp's new partnership with MediaRadar aims to enhance TV ratings measurement, challenging the dominance of Nielsen.
In simple terms, VideoAmp aims to overhaul the outdated metrics used in the television industry through a new partnership with MediaRadar, as announced by Bryan Goski, the company’s Chief Revenue Officer. This significant development was made public in an interview with TheWrap on July 30, 2026.
The partnership promises to provide a more comprehensive understanding of audience and advertising data, moving away from the fragmented approaches often used in traditional measurements.
For years, the television industry has grappled with measurement inadequacies, primarily dominated by Nielsen. Goski highlighted that the legacy metric systems have been ineffective, leading to a call for transformative updates. He pointed out that both the Media Rating Council (MRC) and the Video Advertising Bureau (VAB) have recognized this issue, signaling a broader advocacy for improvement.
VideoAmp seeks to differentiate itself by offering a seamless integration of viewership and ad data. By pairing with MediaRadar, the service enables clients to view advertising intelligence alongside audience metrics, an upgrade over previous siloed approaches.
VideoAmp's strategy goes beyond traditional metrics that often focus on broad demographics like adults aged 25-54 or women aged 18-49. Instead, they plan to identify advanced audience segments—such as women aged 18-24 who drive cars—which can provide advertisers with more distinct insights for better targeting. In an evolving media landscape, where every advertising dollar needs to be justified, such detailed measurements become even more crucial.
Goski emphasized the necessity of adapting to modern viewer behaviors, stating, “TV still commands $50 plus billion of media spend — every dollar has to be justified, especially today.” This focus on granular data analytics aims to elevate the perceived value of television content and advertising revenue.
Artificial Intelligence (AI) plays a pivotal role in VideoAmp's growth strategy. According to Goski, the technology serves as the foundation for the company's data processing, a shift mandated by their newly appointed CEO, Tony Fagan. This initiative emphasizes the need for a fully AI-powered media performance platform, allowing for real-time analytics and deeper audience engagement. For example, a chat function is being introduced to help clients explore how various audience segments interact with their programming.
As streaming and digital services expand, traditional broadcast and cable networks face challenges in retaining viewers. The convergence of these platforms means data collection must adapt accordingly. “We want to utilize census-level data instead of small sample sets,” Goski stated, underscoring the need for improved measurement options.
Though Nielsen remains the dominant player in the ratings space, VideoAmp has successfully partnered with significant industry players, including Warner Bros. Discovery, NBCUniversal, and Fox. Notably, Paramount turned to VideoAmp amid its contract dispute with Nielsen in 2025. Goski has also hinted at potential collaborations with streaming platforms later this year, which could further enhance their data accuracy and market share.
The surge of interest in live events poses another opportunity for VideoAmp, as seen with their work on Netflix's WWE events. This diversification has positioned the company to capture a larger marketing share in an increasingly competitive landscape.
Additionally, industry trends reveal interesting updates beyond VideoAmp's announcement. For instance, Discovery's annual Shark Week experienced a strong debut, outperforming ratings from previous years. Conversely, the final season of “The Bear” demonstrated a notable ratings dip compared to earlier seasons, bringing to light the fluctuating engagement levels of contemporary programs.
While established networks face ongoing hurdles, new metric systems may enhance understanding of viewer preferences and ultimately influence programming strategies.
VideoAmp’s partnership with MediaRadar could redefine the way television metrics are approached, providing a more integrated and detailed analysis of viewership and advertising. If successful, this could lead to more nuanced content and advertising strategies across the industry, potentially elevating the value of original programming as a whole.
For further insights on entertainment trends and challenges, you might also be interested in the latest ratings for CBS News and the implications of Mike Darnell's new role at Netflix.
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