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MUST READ: Nielsen Changing Definiton of ‘Average Audience’ Ratings. It’s Important Because That Definition, Commonly Called ‘Reach’ in Ad Circles, Is Relied on By Advertisers Who Spend $80 Billion Annually To Advertise on TV

Mar 31, 2010  •  Post A Comment

Here’s an eye-opener, reported by Joe Mandese, who is hands down the best journalist covering the business of media measurement in the country.

This is the startling opening paragraph of the article Mandese has written in Media Daily News:

"In a move that has profound implications for the way advertisers and agencies plan and buy television, Nielsen Tuesday informed clients it will make some fundamental changes in the way it calculates its so-called "average audience" ratings – long the currency of the $80 billion TV advertising marketplace. Perhaps the most significant of the changes is that Nielsen will begin including duplicate viewing to all program telecasts in its average audience ratings, a move that could undermine one of the core tenants of Madison Avenue’s media planning theory: unduplicated reach."

It’s terrific reportage and an important must read. Please click here to read Mandese’s entire article.

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