Buyers Are Glad Nielsen Is Moving Away From Panel-Only Ratings

Last week, television measurements were hit by a long -awaited milestone when Nielsen announced that he would stop offering an evaluation only as a separate currency offering the end of this year.

Panel -based data will still be incorporated into the Nielsen’s Combined Big Data + Panel that sits in Nielsen one measuring platform and includes Larger data files From set-top boxes and smart TVs. A combined data menu, which is Nielsen currency approved For this year’s UPFRONT season, the Media Rating Council (MRC) accreditation in January.

The latest MRC stamp is part of Nielsen seek out the confidence of the industry in their standards after the first Accreditation for the national and local assessment due to the alleged insufficient concentration of the audience during the pandemic in 2021. Nielsen regained accreditation for National TV rating last April And now it has accreditation for the Big Data +panel. (He still lacks accreditation for local evaluation.)

Meanwhile as competitors of Nielsen as COMSCORE, VIDEOAP AND ISPOT gained some position as an alternative currency.

“The bigger challenge for Nielsen is not just accreditation; It is an increased pressure of competitors offering differentiated solutions, ”said Rachel Baker, SVP and Rainh Agency’s Rain Agency.

The buyer agrees that Nielsen’s decision to turn from the evaluation only for the panels is a step of the right direction to measure TV advertising. However, some also indicate that it may be too late to restore Nielsen in the last few years the country that has ceded to competitors. Nielsen could see “a constant erosion in the market -powered market -powered market and developing buyers’ preferences,” Baker said.

Paramount, for example, recently Let your contract with Nielsen expire Because it is considering too high costs. Instead, the network leans onto the video lamp.

Adexchanger asked experts: How will the recent changes in the Nielsen measurement offer a decision to purchase ads – including the role of panels – this year?

• Jay FriedmanCEO, Goodway Group
• Artem PeplovVP Analytics, Rain the Growth Agency
• Nick perezMedia Director, EXVERUS MEDIA

Jay Friedman

Nielsen, like any good business, is cannibalized to achieve greater importance for his future. Buyers who are still on an outdated measurement system will be forced to adapt, which will strengthen the competition among the video currency providers and modernizes the way buyers of the media think about the video overall.

Artem Peplov

The shift to large data as the primary data set of Nielsen is about five years rather than older panels. The panel data will now serve as a supplement to much larger and more robust data files from set-top boxes and automatic content sources. The role of panels in Nielsen is likely to shrink over time and I would not be surprised if they were completely eliminated.

As already mentioned, we are working in a world with more currencies, with alternative measuring products we get traction. Media companies are trying to work with any solution that their clients think they make the most, and a lot of competition is happening on the market.

Nick perez

I think this message is a step for Nielsen in the right direction. In the field there is a appetite to find new ways of TV measurement, especially because the television space is only fragmented.

I do not think that Nielsen’s decision to stop offering the currency only this year will affect any shopping strategy during the initial season, but will probably restore the faith in Nielsen’s ability to effectively measure TV space.

I also think that these reports will positively receive advertisers waiting for a more modern and updated method of TV measurement.

The answers were slightly modified and densified.