Nielsen Delays Wide Release of Total Content Ratings, Doesn’t Set a New Target Date
Nielsen won’t release a syndicated product of its Total Content Ratings as it originally planned on March 1.
At a meeting between the ratings behemoth and clients on Friday, the parties agreed to let March 1 pass without releasing the new multi-platform TV ratings widely.
The syndicated product, which would show the public the results of cross-platform measurement for every network that implemented the technology, will have to wait. No new target date to syndicate the data was established.
“We are reassessing the syndicated product and are planning for it at some point in the future,” said Jessica Hogue, senior VP-product leadership, Nielsen.
All sides of the TV industry are closely watching Nielsen’s effort to deliver a new ratings system that counts all viewing no matter where it takes place, including streaming platforms and mobile devices, in the hopes that they will rediscover some of the consumers that have disappeared each year from traditional TV audiences. But that goal continues to elude them.
Networks that want to release Total Content Ratings to ad buyers or the press can do so starting March 1, Ms. Hogue said. So a network will be able to publicize data on its own shows if it so chooses. But the ad industry won’t necessarily have equivalent data from other networks with which to make comparisons. …
… read on at adage.com