NBCU opts its cable channels out of new Nielsen ratings…
TV Week’s Jon Lafayette writes about NBCU’s decision to opt its cable networks out of, for the time being, a new Nielsen spot measuring system.
“A lot of issues were raised about how cable was being measured and Nielsen hasn’t come up with a clear-cut way to address those issues,” said Alan Wurtzel, executive VP for research at NBC Universal. “We didn’t want data to come out that we had no confidence in.”
NBC, CBS, ABC and Fox in June asked Nielsen to produce data that measures the average viewership during the commercial minutes in individual shows. Advertisers are looking for a better measure of how many people are watching the spots they buy. Current ratings measure how many people are watching programs.
So they’re going with no data instead of questionable data? Am I interpreting this correctly?
I’d think an imperfect measure would be better than none at all.
Comment by Missy — October 25, 2006 @ 12:48 pm