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Turner Makes a Case for Getting Rid of the Nielsen Ratings

May 16, 2018  •  Post A Comment

The top brass at Turner Broadcasting made it clear today they’re ready to “retire the Nielsen television metric.” MediaPost reports that company leaders announced “their intention to go all in on audience targeting — encouraging media buyers to shift away from buying only based on Nielsen ratings, TV’s currency standard bearer.”

The report quotes Turner President David Levy, speaking ahead of the company’s upfront presentation today in New York, saying: “We are in a new era of media, and it’s time to retire the Nielsen television metric. While it undoubtedly served its purpose, it no longer fully captures how to successfully measure an audience in today’s landscape.”

Levy adds: “Audience targeting works, and is generating drastically greater results for our advertising and marketing partners. The time is now — this upfront — for advertisers to change how they think about the value of their marketing and invest in audience targeting.”

MediaPost adds: “During the presentation, that theme continued. The company highlighted the performance of its shows in the TV ratings, yes, but also on social media, on VOD and streaming, and in live events. Turner encouraged advertisers and media buyers to sponsor the whole lot, not just a 30-second spot.”

 

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