MediaBuyerPlanner: As networks and syndicators increasingly adopt unusual tactics in their efforts to retain audiences straight through commercial breaks, Nielsen is having difficulty tracking the new forms of advertising for its commercial ratings data.
New spots sometimes deviate from the kind of “continuous pattern recognition” that Nielsen’s Monitor-Plus technology relies on and so aren’t being identified, reports MediaPost. Nielsen has asked its clients to provide the measurement company with advance information regarding any non-traditional ads they plan to carry.
The new request is an indication that the commercial ratings, which are being evaluated by the Media Ratings Council for accreditation, may not be ready for widespread use of tracking commercial ratings.
Nielsen claimed as late as last week that the new C3 ratings – a combination of commercial ratings and live-plus-three-day ratings – were fully vetted. One client called Nielsen’s latest request for help “outrageous.”
“Nielsen appears more than amateurish and less than forthcoming,” the unnamed executive is quoted as saying. “It’s outrageous to have the media and marketing practices determined by the measurement company limitations.”
Related stories:
- Nielsen Again Asks Clients for Info for Commercial Ratings
- In 11th Hour Move, Nielsen Asks for Commercial Log Data
