In the Age of Cord Cutting, Nielsen Plots Its Overhaul of TV’s Outdated Ad Metrics

Wants updated ratings criteria by next upfront

It's been nine years since networks and advertisers agreed on the eligibility criteria for C3 and C7 TV ratings, but given the seismic shifts in the industry since then, it feels more like 90 years. In 2006, iPhones, tablets, OTT and connected TV devices like Roku didn't even exist; networks had just begun to experiment with streaming full episodes online (Hulu and Netflix streaming were still a year away); DVRs resided in less than 10 percent of homes; and YouTube, not yet owned by Google, was in its infancy. But in our modern world of streaming, time shifting and cord cutting, "more and more, those ratings are not resembling what is actually going on in terms of consumer exposure to those assets," said Megan Clarken, evp, global watch product leadership for Nielsen.