Nielsen’s mission to regain the business’s belief isn’t going all that properly.
The Media Score Council (MRC) renewed Nielsen’s accreditation for nationwide TV scores late final month. However then, lower than per week later, Nielsen introduced that it’s delaying its beforehand publicized plans so as to add massive knowledge to its forex throughout this 12 months’s upfronts.
Nielsen is reverting again to its panel-based C3 and C7 scores that observe common industrial time over three or seven days. Panels with massive knowledge will nonetheless be out there as a forex for purchasers that ask for it, nonetheless, based on an official assertion.
In different phrases, many companies at the moment are being compelled to rethink their upfront methods mere weeks earlier than the upfronts.
Nielsen isn’t utterly abandoning its plans to develop forex that features massive knowledge. As a substitute, it appears to think about its reaccreditation as validation sufficient that it doesn’t must scrap panels simply but.
However Nielsen is utilizing its reaccreditation in an try to get a leg up over various currencies.
For instance, it publicly refused to affix the joint business committee (JIC) to develop widespread video forex requirements, partly as a result of the committee doesn’t require alt currencies to get MRC accreditation as a prerequisite for certification.
At an occasion hosted by the JIC final week, John Halley, president of promoting at Paramount, even accused Nielsen of “weaponizing the MRC.”
To be truthful, there may be one more reason Nielsen backpedaled on massive knowledge: chilly ft. It’s attainable that Nielsen itself realizes its massive knowledge product isn’t prepared for prime time, particularly after the Video Promoting Bureau pressured Nielsen to delay its massive knowledge launch for that reason.
No matter why, the forex switch-up simply weeks forward of the upfronts has solely added to the business’s mounting frustrations with Nielsen. However what occurs now?
We requested the specialists: What does Nielsen’s delay on massive knowledge imply for companies?
- Sean Cunningham, president and CEO, Video Promoting Bureau
- Laurie Crowley, SVP and group director of funding, Havas Media Group
- Jason Fairchild, co-founder and CEO, tvScientific
- Geoffrey Calabrese, chief funding officer, Omnicom Media Group (OMG)
Sean Cunningham, president and CEO, Video Promoting Bureau
Nielsen now falls one other 12 months behind in offering the extent of cross-platform measurement and forex that the business has wanted for years. Nielsen’s timeline retains increasing, revealing that it’s actually enjoying a sport of catch-up. Companies and programmers all deserve higher – they want new choices for forex, not one other year-old forex legal responsibility.
Laurie Crowley, SVP and group director of funding, Havas Media Group
At this stage, Nielsen’s resolution to maintain its C3 and C7 metrics panel-based for an additional broadcast 12 months is a setback to the business’s shift to extra superior currencies.
Jason Fairchild, co-founder and CEO, tvScientific
Massive knowledge from a number of sources is important for audience-based currencies to measure something past simply attain and frequency.
Geoffrey Calabrese, chief funding officer, Omnicom Media Group (OMG)
Nielsen’s plans to proceed utilizing its historic panel as forex have been strengthened when Nielsen’s MRC accreditation was reinstated for its nationwide panels solely. Nielsen’s amplification of its reaccreditation made it extremely unlikely that the corporate would then flip round and push transactions on a special forex product with no accreditation.
What OMG finds much more disappointing than this reversal of plans is Nielsen’s resolution to not take part within the JIC and be a part of the business’s effort to unravel its measurement issues.
Solutions have been frivolously edited and condensed.
