TV networks battle Nielsen over using Amazon’s first-party viewership data
“TV networks and Nielsen are waging a war of words, releasing dueling letters about the measurement giant’s plan to incorporate first-party data from Amazon to measure ‘Thursday Night Football’,” Ad Age’s Jack Neff reports. “The exchange is playing out as the industry’s measurement quality arbiter, the Media Rating Council, considers whether to green-light the move, which could provide a substantial boost to Amazon’s audience and what advertisers pay.”
The details: “Video Advertising Bureau CEO Sean Cunningham sent an open letter to Nielsen Audience Measurement CEO Karthik Rao [on Tuesday] asking that Nielsen not go through with the measurement move, citing suspected bias in the data and saying networks hadn’t been given a fair chance to incorporate their own streaming data into Nielsen’s measurement,” Neff notes. “Nielsen and Rao shot back [on Wednesday], taking issue with the VAB’s interpretation of the data and saying the company had been trying to work with networks with NFL broadcast rights since February.”
Essential context: “It’s not just Cunningham making these charges,” Neff adds. “In a press call [on Tuesday], Sean McManus, chairman of CBS Sports, blasted Nielsen’s proposed change (without naming names) in response to a question.”
Also: Nielsen opens big data for trading without MRC accreditation
Plus: Advertisers aren’t moving to streaming TV as quickly as viewers
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