Nielsen Decision to Eliminate Live Ratings from Local Markets Still Controversial

May 18, 2010  •  Post A Comment

Nielsen’s decision to nix live ratings from its local markets reports is still drawing reaction, reports Mediaweek.

The American Association of Advertising Agencies is recommending advertising agencies change their business practices given the Nielsen decision.

"According to the 4As Media Policy Committee and the Local TV and Radio Committee, availability of live data is limited and not actionable. The Custom Tool Box does not provide live ratings at the program level and the data cannot be imported into the buying systems. To compensate, the 4As suggested that the ad community estimate local delivery differently by adjusting down the live-plus-same-day ratings on the front end or on the back end, during the posting process," according to the report.

"What the committees recommended will dramatically effect the local stations. Hopefully the local stations will put press on Nielsen," said Bill Koenigsberg, chairman of the group’s Media Policy Committee.

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