Nielsen’s TV yardstick has been found wanting.
A review of recent Nielsen efforts to map out TV audience activity determined the company likely undercounted TV audiences in February of this year, a development that is expected to intensify a growing rift between the measurement giant and the TV networks who depend on it to set discussions with advertisers that help undergird billions of dollars in advertising.
The Media Rating Council, an industry organization that maintains research standards for the media industry, found a “generally consistent pattern of underreporting of viewing” in Nielsen’s reporting in February, 2021, the group revealed Monday. MRC found that total usage of TV in February by people between 18 and 49 — the audience most desired by advertisers in traditional TV entertainment — may have been understated by 2% to 6%.
The announcement is bound to open the measurement giant to new scrutiny from TV networks who believe the company’s...
A review of recent Nielsen efforts to map out TV audience activity determined the company likely undercounted TV audiences in February of this year, a development that is expected to intensify a growing rift between the measurement giant and the TV networks who depend on it to set discussions with advertisers that help undergird billions of dollars in advertising.
The Media Rating Council, an industry organization that maintains research standards for the media industry, found a “generally consistent pattern of underreporting of viewing” in Nielsen’s reporting in February, 2021, the group revealed Monday. MRC found that total usage of TV in February by people between 18 and 49 — the audience most desired by advertisers in traditional TV entertainment — may have been understated by 2% to 6%.
The announcement is bound to open the measurement giant to new scrutiny from TV networks who believe the company’s...
- 5/10/2021
- by Brian Steinberg
- Variety Film + TV
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