As a seasoned movie buff with decades of observing the evolving television landscape under my belt, I find myself intrigued by this latest development between Nielsen and the traditional TV networks. The cat-and-mouse game between these titans has been a constant source of entertainment for me, much like the never-ending chase scene in a classic action flick.
Nielsen’s initiatives to integrate novel features into their audience-monitoring tech are picking up pace, even as some television network executives express reservations about this development.
On Thursday, Nielsen was working diligently to demonstrate that certain innovative features planned for its products were progressing well and nearing market readiness. This is an initial step in an annual certification process by the Media Rating Council, a procedure that could last up to two weeks, as confirmed by five individuals privy to the discussions.
A leading measurement company aims to secure industry endorsement for integrating people’s real-world panel data with digital device data. This integration could potentially allow Amazon to include its “Thursday Night Football” viewership data within Nielsen’s sports ratings, starting from 2023, with the NFL’s backing. Nielsen and Amazon have been discussing this idea since 2023, but had to postpone initial plans due to network concerns about first-party data implementation last fall.
The gathering has sparked some frictions among conventional TV broadcasters, as they express concerns that Amazon might take an early lead over them. Despite the fact that companies like NBCUniversal, Paramount Global, Warner Bros. Discovery, and Disney possess exclusive data related to their respective streaming services, this could potentially factor into Nielsen’s evaluations in the future. Fox, which currently doesn’t stream its sports broadcasts independently through a broadband service separate from its own network, won’t — at least for the moment — be capable of providing such analysis.
This year’s accreditation process could be significantly important if a sufficient number of the approximately 100 members of the Media Rating Council endorse Nielsen to include new data sources, according to George Ivie, the executive director and CEO of this independent organization supported by the media and advertising industries that reviews companies offering audience-measurement services. In simpler terms, if enough members approve, this year’s accreditation process could mark a significant milestone for Nielsen as they incorporate new types of data into their system.
A source close to Thursday’s gathering mentioned that the individuals providing robust opposition didn’t reflect the overall consensus of the attendees, while another individual hinted that some participants were willing to endorse Nielsen’s new data under the condition that the company could provide further assurances about its capability to integrate it into their rating system.
Nielsen chose not to provide comments from her executives. As for Ivie, she remained silent about the specific details of yesterday’s events, however, she confirmed that a gathering occurred.
The panel Nielsen uses to measure TV ratings is “accredited” and currently undergoing a review process for renewal of this accreditation, which is not unusual. Ivie explains that once a panel receives accreditation from us, we don’t simply grant it and move on. Instead, we perform an annual audit to ensure the accuracy and integrity of their data.
Over the past few years, the long-standing bond between Nielsen and TV networks has become progressively more strained. The networks argue that Nielsen is lagging behind in finding methods to quantify viewers who consume content in non-traditional ways. As a result, they are seeking alternatives from emerging competitors like VideoAmp, Comscore, and iSpot. Additionally, they are striking agreements with advertisers using the methodologies of these new companies. Meanwhile, Nielsen maintains that it has been making genuine efforts to improve its services.
If Paramount Global and Nielsen can’t reach a deal on renewing their contract by the end of September, Paramount might stop using Nielsen’s TV ratings for its shows. This decision is due to the financial pressure on Paramount, which aims to cut $500 million from its expenses before merging with Skydance Media. If necessary, Paramount plans to use data from VideoAmp instead of Nielsen. Starting October 1, Paramount, which operates networks such as CBS, Comedy Central, and Nickelodeon, among others, could be without audience data provided by Nielsen.
Television networks contend that if the system is approved, it would provide Amazon with an unjust edge compared to them. However, it has been reported that Nielsen is currently in negotiations with several clients regarding the integration of their proprietary data.
Currently, certain networks are incorporating novel types of measurement statistics into their own updates. For instance, NBCUniversal recently combined traditional Nielsen data, Nielsen’s “Big Data + Panel” analysis, and Adobe Analytics to present viewership figures for both its broadcast network (NBC) and streaming service (Peacock), during the NFL kickoff game between the Kansas City Chiefs and the Baltimore Ravens. This was just one example in recent times.
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2024-09-27 23:46