Why NBCU Wants Nielsen to Hold Off on Total Content Ratings

Dec 15, 2016  •  Post A Comment

NBCUniversal has approached Nielsen to express concerns about the measurement firm’s Total Content Ratings and to ask that the product’s introduction be delayed, Ad Age reports.

Linda Yaccarino, chairman of advertising sales and client partnerships for NBCU, outlined the media company’s reservations in a letter to Nielsen in which she said the product in its current form “lacks the consistency and transparency the marketplace demands and expects from Nielsen” and is not ready to be implemented, the story reports. Nielsen has said its Total Content Ratings, designed to measure viewing regardless of platform — including streaming and mobile, which have proved challenging to count — will be ready to begin providing data to clients for public release on March 1.

“But Ms. Yaccarino wrote in the letter that there are several concerns with the system, including limited participation and implementation across the industry, with some leading pay-TV operators and digital video distributors not incorporated; the use of ‘disparate digital data collection methods using a mix of panel, census and custom measurement (YouTube) that is not yet vetted’; and ‘opaque’ Facebook data for duplication of audiences that is not tested,” Ad Age reports.

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