“While we are disappointed with this outcome, the suspension will not impact the usability of our data. Already, NBCUniversal has said it is working to assemble a new coterie of groups that can tabulate viewers as they move from linear TV screens to streaming services and on-demand viewing. And that could give advertisers and TV networks impetus to seek alternate means of counting their audiences. While the company’s measurement will still be able to be utilized, it will, for an undetermined period of time, operate without a sort of “seal of approval” by the industry that uses it. The decision will affect Nielsen ratings starting in mid-September. MRC stands committed in our willingness to work with Nielsen toward the goal of being able to restore accreditation to these important services at the earliest possible time, and it is our hope that Nielsen likewise will continue to engage with MRC and its clients in pursuit of that goal.” “MRC’s Board of Directors, which represents an extremely broad range of industry constituencies, and includes advertisers, agencies, and media companies of all types, is strongly unified in its positions on these matters.
Ivie, executive director and CEO of the Media Rating Council, which holds measurement organizations to standards on behalf of the media sector. “While we are disappointed that the situation has come to this, we believe these are the proper actions for the MRC to take at this time,” said George W. Nielsen’s desire for such a pause, however, has been denied. “We have become increasingly concerned with inaccuracies and irregularities in the data reported by Nielsen, and urged them to more quickly pivot their processes and practices to fix known issues,” Disney’s ad-sales unit said in a statement Wednesday.
#LOUD TV COMMERCIALS TO GET SCRUTINY UPGRADE#
In May, the MRC determined Nielsen likely undercounted TV audiences in February of this year, and Nielsen indicated last month it intended to seek a hiatus for its national ratings so it could work to upgrade them with less public scrutiny.
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