Nielsen's Surprise National OOH Measurement Delay Throws Another Wrench Into Upfront Talks

Stunned executives ask ratings firm to reverse 'unjustifiable' decision

During the ongoing round of upfront talks, media companies were seemingly operating from a defensive position amid economic uncertainty due to Covid-19 and linear ratings continuing to decline—but thought they had an ace up their sleeve. Nielsen had planned to integrate its out-of-home viewing data into the national TV currency this fall, which would have provided roughly a 10% audience boost to many live sports and news events, and, the networks hoped, would help drive up pricing.

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