By Jonathan Easton

WarnerMedia has announced plans to launch a measurement alternative to Nielsen in 2022.

Speaking in an interview with Variety, the company’s head of data, research and insights Andrea Zapata said that WarnerMedia is in talks with 10-15 measurement vendors and that it plans to work with media buying agencies to test potential options in Q1 2022.

Nielsen, long the standard-bearer for measurement, has come under fire in 2021 as broadcasters such as NBCUniversal accused the company of misreporting figures in the streaming era. Nielsen’s CEO has since admitted that “we haven’t been perfect”, while the company last month relaunched its streaming measurement suite.

Warner however sees an opportunity to fill the gap, Zapata said. She told Variety: “We are doing this because we believe that there has got to be a better alternative in measurement solutions, and we have a responsibility to our investments, to our clients and partners, and to counting the value of our audience.”

While it is investigating its only solution, WarnerMedia is not entirely abandoning Nielsen though. Zapata confirmed that the companies are in talks over renewing their existing deal and that Nielsen “can earn a place in our future.”