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.
