TV networks are frustrated with Nielsen's new measurement system, leading to a contentious meeting with executives from major networks and VAB. They have reported inconsistencies between this new 'big data plus panel' measurement and previous panel-only metrics, which have hindered upfront negotiations. While larger networks tend to see fluctuations balance out, smaller networks and those catering to multicultural audiences experience significant negative impacts. An example is TelevisaUnivision, which recently switched from a notable audience increase to a decline using the new system.
The negotiative process in the upfront was being impeded by numbers that a lot of our members thought, you know, looked just flat-out wrong.
In that meeting, there was acknowledgment that there are unpredictable peaks and valleys.
TelevisaUnivision, for example, had earlier seen a 20-30% increase in its audience when using big data plus panel, but recently that flipped to a negative delta.
Larger TV network groups have seen the ups and downs largely cancel themselves out across channels.
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