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Nielsen Looks to Rectify Panel Makeup After Admitting Pandemic Audience Undercount

Firm will complete 9,400 home visits by end of May and is issuing guidance to clients

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Nielsen is issuing guidance to its media partners about the revelation that its pandemic TV audience measurement may have been off by as much as 6% and is aiming to complete maintenance on nearly 10,000 panel homes by the end of the month.

The conversations and guidance, which Nielsen has been communicating to its clients Tuesday morning, come after the measurement firm’s late Monday admission that in February, audience counts for Total Usage of Television time (or TUT) were lowballed by between 2% and 6%, while its Persons Using Television metric (or PUT) was understated by between 1-4%.

Those

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