said it would move forward without the backing of the media industry’s Media Rating Council, the latest eyebrow-raising maneuver in a months-long feud between the media-measurement giant and the TV networks whose viewers it has counted for decades.
“We believe hiatus is the best course of action at this time and will allow us to focus on innovating our core products, continuing to deliver data that the industry can rely on and ultimately creating a better media future for the entire industry,” Nielsen said in a statement. Without the accreditation of the MRC, Nielsen’s decades-old TV ratings — the standard by which advertisers measure the performance of TV programs — have no common standard upon which to be judged.
Nielsen’s maneuver is the latest in a months-long joust between the company and the TV industry. Last month, the VAB, the trade group representing the ad-sales efforts of the TV networks,, citing Nielsen’s diminished ability to count viewership during the coronavirus pandemic. Formed at the behest of the U.S. government in the wake of TV’s quiz-show scandals of the 1950s, the MRC conducts audits of companies that measure media to determine whether they are in compliance with industry standards.
The networks have alleged Nielsen changed protocols during the coronavirus pandemic that resulted in undercounting of the TV audience over the past year. The networks say Nielsen kept field agents from maintaining technology in individual homes of viewers who take part in Nielsen’s measurement process and, while including homes in its panel whose owners had relocated owing to pandemic conditions. While Nielsen has pledged to rectify the matter, the networks have not been satisfied.
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