In response to OTT platforms seizing blockbuster releases, Nielsen has announced that it will start measuring direct-to-consumer (D2C) movie releases as a standalone category. The last thing that movie theatres needed was yet another badge of legitimacy for this new distribution format, and the fact that a typically slow Nielsen has cottoned on so quickly is just another loop in the noose. The news is further evidence of the wake-up call that the pandemic has provided Nielsen. Agile and accurate measurement of media consumption has never been more vital, and as other stories in this week’s issue have highlighted, many have got their claws out to challenge its slow and blunt maneuvering. Confusingly, Nielsen has chosen the acronym TVoD (theatrical…