'Media measurement firm Nielsen will stop selling its stand-alone consumer panel-based TV ratings in the fourth quarter of this year,'
https://www.wsj.com/articles/nielsen-to-end-panel-only-ratings-that-have-measured-tv-for-decades-758bba3a
8 replies (most recent on top)
Nielsen sc--wed the pooch when streaming took off by not positioning themselves as a third party check on streaming platforms claimed viewership. They thought they would forever be the “currency for ratings” and now have cut so much from quality control that clients can get the same or better data directly from the streaming platform. Hubris and refusal to adapt by the c-suite in the chase for never ending profit increases are part of what destroyed this company’s reputations and viability. We’re the collateral damage so people like karthik can pad their parachute for their inevitable buyout/firing before the company is completely broken apart and sold piece by piece to fools who think they can make something from the once reputable name.
The way I read this is that "somebody in India will be shaping the data we sell to clients while having access to lot's of private information that they won't protect". It's crazy they are still in the business and that clients don't really care...
Yep, doing it now because the pressure is on from the competition. Their arrogance prevents them from listening to clients. Perhaps what has gotten them into this mess.
Now let the MR and FR crying begin. Like no-one saw this one coming? You could hear this one coming like a train from five miles away. Good riddance.
What differentiated Nielsen's products from competitors is being eaten away for short term investor profit. Nielsen is unlikely to exist after 2030. Digital data from the streamers + stat model will be currency by then. With an MRC approved open source model producers, agencies and advertisers can implement their own ratings and reduce their measurement costs to a relatively minor opex amount.
Guessing in a couple years panels will no longer be a differentiator for Nielsen. And not far from now, panels will not justify their enormous overhead.
About damn time
"Nielsen has been hoping to move its customers to its updated ratings product for years, promising in 2020 that it would take away traditional panel-only ratings in 2024 'and just do it in this new way,' as its then-chief executive said at the time. It changed its plans last year after pushback from advertisers and agencies that said the transition felt rushed."