The TV networks aren’t the only ones who think their audiences need to be counted differently. Big media-buying agencies and even a few advertisers are likely to help as the TV industry battles wit…
And created a gulf. After weeks of verbal jousting between Nielsen and the TV industry, the Media Rating Council, an industry body that certifies various audience-measurement methodologies,, taking away any edge Nielsen might enjoy over a growing passel of firms that seek to measure media consumption.
In a letter issued publicly earlier this month, Nielsen CEO David Kenny said the company understands “that we need to move faster in advancing our measurement because the audience itself is moving faster.” But TV executives confide privately that the industry has waited long enough. The Video Advertising Bureau, an industry group that represents TV companies to advertisers, has accelerated its own efforts to get networks and the ad sector to come together to find new measurement solutions.
“We are opening a window into a world where we choose our own measurement partners, choose who we trust,” Metz says. NBCUniversal has been the most vocal on the subject, but other media companies are using restraint. According to one executive, some companies worry that they might have to push some advertisers into adopting a new system that has yet to be tested as Nielsen’s has — a difficult thing to do in public.
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