One television station group is about to pull the plug on Nielsen in favor of Comscore. TVNewsCheck reports that Gray Television is set to make the move.
“In an email to media agencies obtained by TVNewsCheck, Gray VP of National Sales Becky Meyer says it will allow its current contract with Nielsen to expire on Dec. 31 because it ‘does not have sufficient confidence in the new methodology,’” TVNewsCheck reports.
The email adds: “Meanwhile, through our use of Comscore systems in about two dozen markets over the past few years, we have seen data that appears to reflect more accurately consumer viewership of those stations across multiple platforms.”
TVNewsCheck adds: “It has been a good-news, bad-news day for Nielsen. It started with ratings service’s announcement that it had renewed its contract with Hearst Television, but that news was overshadowed by reports that CBS was considering dropping it.”
Gray Television, which reportedly operates about 102 stations in 57 markets, is in the process of merging with Raycom.
Jeff Wender, managing director of Nielsen local, asked to comment on losing Gray, did not directly address the issue, the report notes, quoting Wender saying: “We have implemented a series of enhancements over the past year including retiring diaries and launching a local cross-platform planning solution to make the process of buying local tv and radio more efficient. We continue to work closely with our clients across all local markets nationwide to ensure our measurement meets their needs and allows them to transact with confidence.”