Networks Ask Nielsen to Delay 'Big Data' Releases Until After Upfronts

The VAB calls the new set-top box and smart TV data ‘illogical’ and ‘unusable’

Did you know brand recall increases when viewers see an ad on TV AND streaming? Download "A Practical Playbook for Multiscreen TV" to learn more.

The networks are once again publicly taking Nielsen to task for what they allege is flawed data from the measurement company. This time, the Video Advertising Bureau is asking the Nielsen to delay its new “big data” monthly impact releases—set-top box and smart television viewership metrics that complement its in-house panel data for national TV measurement—until after this year’s upfront, calling the current data “unusable.”

In a letter to Nielsen CEO David Kenny on behalf of the VAB Board leadership, VAB CEO Sean Cunningham told Nielsen to hold off on releasing any additional data that could be used to estimate the price or value of advertising inventory ahead of this year’s upfront negotiations.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in