Brian Steinberg-Senior audience testing Nielsen Brian Steinberg-Senior

TV Networks’ Scramble to Launch Nielsen Rivals Creates Measurement Mess

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variety.com

Brian Steinberg Senior TV EditorTV’s most intense drama isn’t showing on any particular network and doesn’t stream on any specific screen.

Even so, some of the industry’s most influential executives can’t stop talking about it.Chances are no one will mention the series at next week’s sundry upfront gatherings, when TV companies will unveil dozens of new programs as part of an effort to win billions of ad dollars, but it is of critical importance to Disney, Comcast, Fox and many of the TV-reliant companies behind the presentations.

For weeks, TV executives have been transfixed by seemingly endless episodes in which their own networks, upstart tech companies, Wall Street heavyweights and Madison Avenue stalwarts all try to figure out how to count media audiences in an era when many of them turn to streaming services to watch their favorite series.

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