Sometimes, the simple act of counting can result in something much more complex.and the TV networks whose audiences it measures typically work hand in hand to tell the world about how many people watch some of the nation’s most-watched comedies and dramas. But this week, at least, they’re close to bearing arms against one another.
One TV executive says the discrepancies and the reasons behind them are “exasperating.” Working with the VAB, a trade organization that represents the big TV networks to advertisers and agencies, the networks have pressed Nielsen to release a public statement about 2020 ratings measurement, according to the people familiar with discussions.“We’ve got no comment on this,” says Sean Cunningham, CEO of the VAB, in a response to an email seeking information.
when U.S. TV networks try to sell the bulk of their advertising inventory ahead of their next cycle of programming. Nielsen ratings are the bedrock of how TV networks and media agencies set prices, and many advertisers build out placement of their clients’ commercials by “mirroring” audience levels from the prior year.
Little wonder, these people say, that viewers opted to engage more readily with a host of new streaming-video outlets.
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