Buyers See Double Trouble In Nielsen's Two-Book Plan

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

Nielsen Media Research’s decision last week to provide two ratings books through Sept. 2—one set based on its standard meter diaries, the other on its new Local People Meter system—has media buyers confused about how to use each set of numbers.

“This is worse” than the days when Nielsen and Arbitron each offered their own ratings, said Maribeth Papuga, svp at Publicis Groupe’s MediaVest in New York.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in