Brian Steinberg Senior TV EditorTV networks have long demanded more data from Nielsen to help keep track of viewers who are leaving traditional TV for streaming video and mobile viewing.
Now they say they want less.Nielsen recently began releasing new sets of information that include more granular measurement of TV audiences, available alongside its traditional measures of total linear viewership by age and gender.
The new “big data” sets are supposed to help networks get more comfortable with such information as Nielsen prepares to transition its main gauges from counting linear audiences to tracking viewers as they move between traditional TV screens and streaming venues.
The trouble? The networks believe Nielsen’s new information, “is rife with serious problems,” according to Sean Cunningham, chief executive of the VAB, a trade organization that represents the networks to the advertising industry.
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