Nielsen’s woes could pave the way for future TV measurement methodologies


Ad Exchanger reports that Nielsen’s MRC certification is in peril and may be removed soon. An MRC investigation found Nielsen undercounted viewers aged 18–49 by 2–6% in February. During the outbreak, the company’s decision not to deploy technicians to Nielsen family homes affected its reporting even more.

On the line:

  • TV is generally viewed as a dying medium. However, other media such as digital video are likely to rise by 4.1 percent and 3.4 percent over the next two years.
  • If Nielsen is fired, new TV measurement approaches may develop, upending current income and advertising arrangements for network television.
  • A new TV engagement metric, on the other hand, may reverse the decline in TV and recapture lost sponsors.

About Author

Barb Rogers

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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