Hi, Lucinda Southern, Adweek media editor here.

The connected TV ad market is faring better than other ad formats during an otherwise coronavirus-scarred landscape this year, as so many more of us are staying in watching Schitt’s Creek. Where there's an audience, there be ad dollars (albeit, a little later).

That’s an attractive prospect for Bloomberg Media, whose Twitter show Quicktake graduated to an over-the-top 24/7 streaming network earlier this week.

“The most exciting opportunity for any media company that can—or has the resources—is in OTT,” Scott Havens, global head of digital and media distribution at Bloomberg Media, told my colleague Sara Jerde. Read on to find out how the news company plans to differentiate in a crowded content market.

Indeed, the money will flow. To aid that, in one of Nielsen’s “biggest moves in a decade,” the measurement firm is adding addressable to its TV currency, advancing the goal of targeted TV ads at scale. My colleague Jason Lynch outlines how it will expand its national TV panel of 100,000 people to include a not-insignificant 55 million smart TV and set-top box devices.

There’s heaps of excitement around clasping one of the media's Holy Grail moments. But getting time-poor ad planners to transact on new metrics will always be a slog.

On that note, if you can, please consider supporting our journalism with an Adweek Pro Subscription and gain full access to all of Adweek's essential coverage and resources.  

Thanks for reading, and have a great rest of your week.

Lucinda

Company will begin sharing data from 55 million smart TV and set-top box devices next year.

In the sports realm there are many winners—athletes, teams, leagues, media, and of course, brand marketers. This year, however, has tested the mettle of all sports pros. 

Join Tim Ellis, EVP and Chief Marketing Officer of the NFL, Heidi Browning, Senior EVP and Chief Marketing Officer of the NHL, Kate Jhaveri, EVP and Chief Marketing Officer of the NBA, Shiz Suzuki, AVP, Sponsorships and Experiential Marketing at AT&T, Barbara McHugh, SVP of Marketing for MLB, Johanna Faries, Commissioner of Call of Duty Esports at Activision Blizzard, and many more for the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. They'll share how they successfully navigated a year of upsets and transformation, what's in store for the coming year and insights in four themes: The Fan Experience, The Brand Experience, Sports for Social Good and The Future of Sports. 

Register now and join the movement. 

A 72-game campaign is set to tip off Dec. 22.

The platform also provided insights for brands in their key time of year.

A legacy brand collaborates its way into the hearts of younger customers.