Ad Buyers Give TV A Pass When It Comes To Massaging Nielsen Data

By glsoane@adage.com (Garett Sloane)


TV was called out for messing with metrics Thursday. But in an ironic twist, media buyers are largely shrugging where they’ve taken great umbrage at digital platforms misreporting their own data.

Networks have been called out for tampering with their Nielsen ratings with a little sleight of numbers, perhaps abusing a fairly common practice, according to a Wall Street Journal report.

Networks are essentially hiding certain time slots and airings of programs from the ratings, if including those outlier broadcasts would negatively impact the average rating.

TV was called out for messing with metrics Thursday. But in an ironic twist, media buyers are largely shrugging where they’ve taken great umbrage at digital platforms misreporting their own data.

Networks have been called out for tampering with their Nielsen ratings with a little sleight of numbers, perhaps abusing a fairly common practice, according to a Wall Street Journal report.

Networks are essentially hiding certain time slots and airings of programs from the ratings, if including those outlier broadcasts would negatively impact the average rating.

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Source:: Advertising Age Digital

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