Erin Firneno

Marketers are running their own plays during and after the Super Bowl, seeking proof of performance from their streaming campaigns to justify their investments.

TV programmers and agencies say they’re ready to transact their ad buys using a measurement provider other than Nielsen. But panel-based currency is proving more difficult to dethrone than anticipated.

This year, TV upfront spend will likely be softer, and buyers will be slower to make long-term commitments. Consider it a plateau.