{"id":310555,"date":"2021-07-29T00:00:12","date_gmt":"2021-07-28T21:00:12","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/why-have-tv-networks-turned-against-nielsen-ratings\/"},"modified":"2021-07-29T00:00:12","modified_gmt":"2021-07-28T21:00:12","slug":"why-have-tv-networks-turned-against-nielsen-ratings","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/why-have-tv-networks-turned-against-nielsen-ratings\/","title":{"rendered":"#Why Have TV Networks Turned Against Nielsen Ratings?"},"content":{"rendered":"<p>&#8220;<strong>#Why Have TV Networks Turned Against Nielsen Ratings?<\/strong>&#8221;<br \/>\n<img decoding=\"async\" src=\"https:\/\/www.tvinsider.com\/wp-content\/uploads\/2021\/07\/nielsen-illustration.jpg\" \/><\/p>\n<div> For decades now, television shows have lived and died by Nielsen ratings, since those viewership statistics have traditionally helped TV networks determine which shows to renew and cancel for maximum ad revenue. But now there\u2019s bad blood between those same networks and Nielsen, with accusations that Nielsen has undercounted viewers during the pandemic and, in a late-breaking development, a push to take away Nielsen\u2019s accreditation.<\/p>\n<p>The discord made headlines in April, when the Video Advertising Bureau\u2014an industry group representing ABC, CBS, Fox, NBC, and other TV networks\u2014demanded that Nielsen undergo a third-party audit from Ernst &amp; Young.<\/p>\n<p>Nielsen said it had \u201cfull confidence\u201d in its TV ratings measurement, as <em><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/variety.com\/2021\/tv\/news\/nielsen-audit-tv-ratings-coronavirus-1234952295\/\">Variety<\/a><\/em> reported at the time, but the VAB contended that Nielsen had undercounted viewership over the pandemic, namely the period between March 2020 and March 2021.<\/p>\n<p>In its complaint, the VAB suggested that Nielsen hadn\u2019t maintained the measurement <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> in the \u201cpanelist\u201d households that participate in its research, with the VAB citing a \u201c20 percent loss of the panel.\u201d The organization also observed an increase in \u201czero-viewing TV homes\u201d and expressed suspicions that Nielsen was tracking data from homes whose residents moved closer to family during the COVID-19 crisis.<\/p>\n<p>\u201cI am conveying to you in the strongest possible terms the VAB\u2019s profound dissatisfaction and concerns with Nielsen\u2019s handling of our industry\u2019s months-long urging for rightsized remedies to shortfalls in the company\u2019s COVID period TV usage and measurement data,\u201d VAB CEO Sean Cunningham wrote in a letter to Nielsen CEO David Kenny, per <em>Variety<\/em>.<\/p>\n<p><iframe loading=\"lazy\" title=\"How Shit Works: Nielsen TV Ratings\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/N56WtlHf0EA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>But Nielsen rejected the proposed Ernst &amp; Young audit later that month, saying that it already gets an annual audit from the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Rating Council, a nonprofit organization that provides accreditation to media research companies.<\/p>\n<p>\u201cThird party auditing has always been a vital part of serving as the industry currency and our products undergo a comprehensive audit process with the Media Rating Council on an annual basis,\u201d Nielsen said in a statement at the time, as <em><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.forbes.com\/sites\/bradadgate\/2021\/04\/20\/as-ratings-drop-tv-networks-fault-nielsen-media-researchers-weigh-in\/\">Forbes<\/a><\/em> reported. \u201cNielsen\u2019s existing MRC audit process exists to ensure confidence and trust in the audience estimates we produce.\u201d<\/p>\n<p>And now the VAB is asking the Media Rating Council to pull Nielsen\u2019s accreditation, having sent the MRC a 10-page letter on the topic earlier this month. \u201cNielsen\u2019s COVID-period conduct as a ratings service violated at least five minimum standards, with the damage done to their largest subscriber clients still creating material negative impact into July 2021,\u201d the VAB letter stated, per <em><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/variety.com\/2021\/tv\/news\/tv-networks-nielsen-ratings-suspension-1235024816\/\">Variety<\/a><\/em>.<\/p>\n<p>In its own statement, Nielsen said it was \u201cfully committed to returning to pre-COVID operations and are working closely with and through the MRC to address any outstanding issues and requests and are committed to their process concerning accreditation.\u201d<\/p>\n<p>The struggle over pandemic-era ratings comes as TV networks gr<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>le with larger questions of how to measure viewership in the streaming era, especially with so many households cutting the cable.<\/p>\n<p>\u201cWith streaming becoming more and more of the total audience, Nielsen will continue to have the same kinds of problems for the next four years or until whenever the new fully integrated Nielsen methodology is firmly in place,\u201d Bill Harvey, chairman of Research Measurement Technologies, told <em>Forbes<\/em> in May.<\/p>\n<p>And Marshall Cohen, former head of research at MTV Networks, AOL, Current TV, and Univision, explained to <em>Forbes<\/em> that he had trouble with Nielsen in the past. During his time at MTV Networks, for example, he witnessed a 20-percent dip in teenagers in Nielsen\u2019s sample, which \u201cimpacted our MTV ratings and caused harm to our business, but Nielsen never figured out what actually happened.\u201d<\/p>\n<p>Then, during Cohen\u2019s time at Univision, his team \u201cdiscovered that not enough was being done to recruit and install the appropriate number of \u2018Spanish only\u2019 households (another important demographic segment), because few members of the field force spoke Spanish,\u201d he said.<\/p>\n<p>\u201cI am not suggesting that Nielsen did anything wrong, because I do not have the data to determine that,\u201d Cohen added. \u201cBut they certainly need to always say (honestly and specifically) what they do\u2014and do exactly what they say they are doing.\u201d<\/p>\n<\/p><\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong>\n<\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more Like this articles, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/social-media\/\" target=\"_blank\" rel=\"noopener\">Social Media category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/www.tvinsider.com\/1006916\/tv-network-nielsen-ratings-vab-mrc-accreditation\/\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;#Why Have TV Networks Turned Against Nielsen Ratings?&#8221; For decades now, television shows have lived and died by Nielsen ratings, since those viewership statistics have traditionally helped TV networks determine which shows to renew and cancel for maximum ad revenue. But now there\u2019s bad blood between those same networks and Nielsen, with accusations that Nielsen&#8230;<\/p>\n","protected":false},"author":1,"featured_media":310556,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/www.tvinsider.com\/wp-content\/uploads\/2021\/07\/nielsen-illustration-1014x570.jpg","fifu_image_alt":"","footnotes":""},"categories":[17],"tags":[],"class_list":["post-310555","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-mediaa"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/310555","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=310555"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/310555\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/310556"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=310555"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=310555"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=310555"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}