“With TV viewing falling off a cliff but with more homes watching video than ever, NBC’s top ad boss, Linda Yaccarino, said the cross-platform TV-to-digital measurement industry is in ‘acute crisis,’ reports our good friend Claire Atkinson in the New York Post.
The story continues, “Yaccarino, who is chairman of advertising sales and client partnerships at NBCUniversal, told advertising executives at the IAB Mixx conference in New York, ‘I think there’s a lack of leadership with the measurement situation.’
Reporter Atkinson notes in her story that “NBCU’s financial news outlet CNBC is giving Nielsen the boot next month and switching to Cogent to provide it with out-of-home viewing statistics to help it sell advertising.”
Yaccarino is also quoted as saying, “‘We’re not sure what a C3 rating tells anybody,’ Yaccarino said at the conference, part of Advertising Week. ‘On the low side, 12 percent of viewership remains unmeasured,’ she said. On the high side, NBC estimates it’s 30 percent.”
[To see the news story about comScore buying Rentrak so the combined company will be in a better position to challenge Nielsen, please click here.]