The rapid migration of TV viewers to streaming services and on-demand platforms has put added pressure on the need for transparent measurement standards at a time when Nielsen, the standard-bearer for TV ratings for decades, is under fire from the industry watchdog group Media Ratings Council.
Earlier this month, the MRC suspended its backing of Nielsen’s national ratings service, amid charges the service has not been counting TV viewers correctly during the coronavirus pandemic. No rival has emerged to take Nielsen’s place, though NBCUniversal is working on its own measurement system. NBCU and others are motivated to take extraordinary steps to address the measurement shortcomings in the expanding TV universe because of the fear that ad-supported networks are leaving money on the table with marketers.
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