Nielsen Blasted By TV Ad Sellers For “Blindsiding” Them With Out-Of-Home Delay
Dade Hayes Finance EditorA TV ad industry trade group representing most major U.S. networks, is putting pressure on Nielsen over the measurement firm’s decision to delay its incorporation of out-of-home data into overall ratings.Sean Cunningham, CEO of the Video Advertising Bureau, conveyed push-back from what he called “the 14 largest multiscreen TV ad sales organizations” in a letter sent Thursday to Nielsen CEO Dave Kenny.Earlier in the day, Kenny had informed clients of the plan to put the initiative on hold, a decision he attributed to COVID-19, which has shut down many places that would be measured, like bars, offices and hotels.