First down measurements are all but a thing of the past. I'd estimate they don't do it 30% as often as frequently. College and pro. Watch old tapes and that aspect jumps out quickly. It's not a coincidence. With the games running longer and with replay reviews taking up time, the officials have obviously been told to speed things up wherever they can. One victim is first down measurements, and getting it correct. Decades ago there's no question that play would have been stopped for a measurement.
Nowadays the most frequent remedy is simply to mark the ball a foot or so further upfield than the actual gain, and call it a first down. Move the chains. Again, that aspect jumps out immediately when watching old tapes. In this era the extreme benefit of a doubt goes to the offense. The topic has been frequent on Canes boards, when the opponent is marked beyond the gain, and a first down instantly signaled. In one game it happened several times, prompting multiple threads. Canes fans think they are being wronged. But it's simply a national trend.