Is Nielsen’s TV measurement system going to be able to keep up with the rapidly transforming television business? Ad Age, in a tough piece, isn’t so sure.
The measurement company has faced challenges before, and the decline in live TV viewership is not a new concern. But Ad Age reports that the “shift away from Nielsen’s core competency is increasingly pronounced: As Nielsen reported just last week, Americans watched 12 fewer minutes of live TV per day in the third quarter than they did a year earlier. And by the time Nielsen develops, tests and deploys ways to measure viewing on an emerging platform, consumers are now likely to have moved on yet again.”
The piece argues: “For the methodical research company, the accelerating pace of change in media may finally be getting out of hand.”
Nielsen counters that it is aware of the need to change, and it has been working feverishly to adapt. But Ad Age reports: “Clients are meanwhile turning to competitors like Rentrak to shake Nielsen and potentially dismember its monopoly. They aren’t taking Nielsen’s promises for cross-platform measurement very seriously. Why should they?”