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Despite pressure from the American Association of Advertising Agencies and the Association of National Advertisers to reverse its decision to replace live-only ratings with live-plus-same-day, Nielsen is so far holding firm. In a Nov. 20 letter to Marc Goldstein, chairman of the 4As Media Policy Committee and president and CEO of GroupM, Sara Erichson, president of media client services for Nielsen, argued that the decision is the best course for “depicting contemporary viewing behavior.”
Nielsen recently announced plans to swap out live-only ratings for live-plus-same-day in local meter markets, effectively changing the currency used for planning and buying local TV.
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