Measurement

A cluster of video screens mounted on a multi-sided tower in a darkened hall, each panel showing a different image, with the silhouettes of several people watching from the left.

Ten Streaming Services Disappeared Last Quarter. None of Them Took an Audience With It.

Two trade outlets reported this week that standalone streaming services are in decline in the United States and that the market is consolidating. Both stories trace to a single press release issued on 23 September by Parks Associates, a research firm in Plano, Texas. The number underneath is a count of apps — ten removed from the tracker in the second quarter, two added — and it says almost nothing about where Americans watched television.

By Thomas Gutierrez 28 hours ago

A vintage cathode-ray television on a wooden sideboard beside a lit table lamp, showing black-and-white archive footage of a press conference.

The Numbers

Fox Won August by One Measure and Lost a Fifth of Its Audience by the Other

Fox News finished August first in total viewers in both dayparts and holds thirteen of the fifteen most-watched programmes. Its 25-54 audience fell 21 percent in primetime and 26 percent across the day. Both sentences are true, and which one is the headline depends on which currency the buyer is paying in.

By Thomas Gutierrez September 19, 2026

Explainer

Google Is Changing What the Word Impression Means

From February 2027, Ad Manager and AdSense stop counting a display impression when the creative begins downloading and start counting it when the creative begins rendering. Publishers will see their impression totals fall. Nobody will see fewer advertisements.

By Alison Acosta September 5, 2026

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Opinion

Nobody Reads the Dashboard, and That Is Not a Design Problem

Every company has dashboards nobody opens, and every company responds by redesigning them. The reason they go unread is that no choice is waiting on what they say.

By Cory Chamberlain August 25, 2026

Illuminated advertising billboards above Times Square at night

Media

Advertisers Give Up on One Number and Start Using Several

The search for a single currency of audience measurement has been abandoned in practice if not in rhetoric. What replaced it is messier, more honest and better suited to how media is actually consumed.

By Thomas Gutierrez August 7, 2026

A laptop on a desk showing an analytics dashboard beside a coffee cup

Companies Cannot Tell Whether Their AI Works

Deployment has run well ahead of measurement. A striking number of production systems have no defensible answer to whether they are performing better than what they replaced.

By Alison Acosta August 5, 2026

A data reporting dashboard on a laptop screen

Opinion

Your Company Does Not Have a Data Problem. It Has a Definition Problem.

Organizations keep buying infrastructure to answer questions they have never agreed on the wording of. The disagreement is not technical, which is why the technical spending does not resolve it.

By Margaret Holloway August 3, 2026