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# Despite Nielsen backlash, upfront deals still rest on its ratings
- URL: https://www.medianexis.com/despite-nielsen-backlash-upfront-deals-still-rest-on-its-ratings/
- Published: 2026-10-01T16:06:43.000Z
- Updated: 2026-10-01T16:06:43.000Z
- Description: Inside Radio reports Ad Age estimates only high-single-digit percentages of this year’s upfront deals will use measurement alternatives like Innovid, VideoAmp or comScore, with most still priced on Nielsen’s age and gender demos.
- Author: The Signals Desk
- Tags: Measurement, Old archival: measurement alternatives vs Nielsen (2022)

**Why it matters.** Challengers gain press and MRC applications but none has the scaled, accredited data to replace Nielsen as the upfront’s contractual currency this cycle.

*Signal from* [*insideradio.com*](https://insideradio.com/?ref=medianexis.com) *·* [*read the original*](https://www.insideradio.com/free/what-would-it-take-for-measurement-alternatives-to-topple-nielsen/article%5Facfe51f0-b640-11ec-a848-6f34aca3dc13.html?ref=medianexis.com)*.*