Brian Steinberg Senior TV EditorNielsen and the networks it serves have long been at odds, like a student might be with a particularly tough college professor who always offers a B- but never an A.
But lately, tensions have begun to boil over into the public sphere, raising anew the prospect that advertisers and media outlets may start using a broader range of measurement services as the benchmark for advertising and sponsorship sales.“If there is no off-the-shelf consensus” for how modern video viewers should be measured, says Krishan Bhatia, president and chief business officer of NBCUniversal’s ad-sales division, “we are going to continue to invest in creating our own.”The networks believe Nielsen undercounted TV viewing during the.
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