Don’t count Nielsen out as the media industry scrambles to find new ways to tabulate audiences increasingly making their way to venues other than a traditional TV set. The media measurement giant, …
using non-traditional criteria Nielsen has said it sees a need to move faster and has also started to overhaul the way it counts viewership of individual commercials, a bedrock element of the currency of TV advertising deals.
Nielsen and the networks have been engaged in a protracted showdown over whether the measurement giant can count TV crowds correctly amid the industry’s rapid move to streaming video. In May, the MRC, a little-known body formed at the behest of the U.S. government in the wake of TV’s quiz-show scandals in the 1950s to maintain measurement standards for the media and advertising industries, found Nielsen had, in fact, undercounted TV viewers earlier this year.
Executives at Nielsen say they have long contended with rivals offering measurement services and will continue to do so. “Our job is to provide the most comprehensive form of coverage,” says Rao. But the company’s ability to secure so many participants in its early launch suggests Nielsen still retains some advantages. Nielsen has reigned for decades because many top advertisers have called for a neutral third party to count consumers attracted to a particular media property. Winning accreditation is a complex task, as is developing the broad infrastructure that broad audience measurement requires and may require investment the networks and agencies don’t want to make.
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