Ratings controversy is nothing new in the TV trenches, but the streaming shift is amping up the level of angst all around. The Media Rating Council, a government-founded, industry-supported organiz…
, both on linear and in streaming. Nielsen has expressed confidence in its numbers, but also noted it is working toward a major overhaul of its systems. It also has noted that it took certain workers out of the field — thereby potentially affecting panel data — due to safety concerns during the pandemic.
Along with its public statements regarding its request for a hiatus, the MRC said, “we are compelled to note that [Nielsen’s] National Television Service has also had some deep-rooted, ongoing performance issues that have threatened its accreditation, many of which pre-dated the well-documented Covid pandemic-related impacts to its panels.”
Hanging in the balance, of course, are tens of billions of dollars of annual advertising spending. While advertisers have shown a willingness to have their messages spread among linear and digital platforms, with the latter offering more precise targeting, the question of accountability has a whole new dimension as technology advances. Results in streaming tend to be rather opaque, making it a challenge for Nielsen to offer a reliable, transactional currency for buyers and sellers.
In seeking to step back from the many administrative steps involved in the MRC accreditation process, Nielsen says it can more fully focus on innovation. It says it has been “diligently” working on improving its offerings. Deliberations at the MRC would still have to result in a hiatus being granted. Even if it is, Nielsen has said it plans to move forward with issuing national ratings even without the imprimatur. The MRC noted in its statement that a hiatus can last no more than six months.
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