The Media Rating Council removed Nielsen of its National TV rankings accreditation Wednesday and formally denied its ask for a hiatus after the measurement huge underreported audiences throughout the pandemic.
Nielsen asked the MRC last month to put its accreditation on hold in order to deal with problems with its panels and focus on the advancement of Nielsen ONE, its media measurement currency across direct, CTV, mobile and desktop, which is expected to launch beginning in Q4 2022.
” While we are disappointed with this outcome, the suspension will not affect the use of our data,” a spokesperson for Nielsen stated in a statement. “We will also seize the day to concentrate on innovating our core items and continue to provide information that customers can depend on, eventually creating a much better media future for the whole industry.”
The MRC also eliminated an existing hiatus designation for Nielsens Local TELEVISION services and rather suspended that accreditation.
The MRCs decision comes weeks after its TELEVISION Committee turned down Nielsens request for a temporary pause and voted to revoke its accreditation. Wednesdays decision remained in keeping with the committees suggestions, a spokesman for the MRC stated.
Nielsen CEO David Kenny said on the companys website that the MRC pointed out several areas that Nielsen requires to resolve in order to bring back accreditation, such as repairing issues with its panel size and maintenance and adding openness in its reporting. He added that Nielsen is working with the MRC to resolve the suspension
” We understand and accept the issues set out– which is why we recently requested a hiatus in accreditation to address them,” Kenny stated. “In reality, we have currently taken substantial action on these products.”

The MRC stated that an ask for a hiatus should be offered to the firm 30 days in advance in order for it to take result.
Nielsen, however, was informed on August 12 that it was facing a possible suspension by the MRC for its National TV scores– the very same day the company revealed it was looking for a hiatus. The MRC told Nielsen on August 20 that its Local People Meter and Local Set Meter Markets were also facing suspension.
A hiatus can last six to 12 months, however never more than a year. Nielsen had actually been granted hiatuses for its Digital Ad Ratings (DAR) as well as Local TELEVISION start late last year.
DAR accreditation was momentarily shelved after Facebook pulled back on sharing its registration data with Nielsen to assign demographics to digital ad impressions, according to someone knowledgeable about the matter who decreased to be identified. With its local ratings, Nielsen had issues maintaining a quality sample size in regional markets.
Nielsens decision to add broadband-only (BBO) houses to its panels in October 2021 was cited as the primary factor for suspending its local TV accreditation.
” Based on continuing concerns with the Local Market services, a few of which parallel those of the National Television service, along with the boards assessment of Nielsens ability to properly incorporate BBO viewing at a regional market level at this time, the board in addition suspended the accreditation for the Local Markets as well,” the MRC stated.
The hiatus duration for DAR, meanwhile, is set to end later this month, “at which time we expect it to be reengaged in the accreditation process,” an MRC spokesperson informed AdExchanger.
Nielsen intends on waiting up until the launch of Nielsen One to resubmit “the entire item for accreditation,” according to two individuals acquainted with Nielsen.
The Video Advertising Bureau– a TV industry trade group that got in touch with the MRC in July to suspend Nielsens accreditation– declared the underreporting expense TV networks anywhere from $468 million to $2.8 billion in national TELEVISION ad profits over 12 months.
” The undercounting was the apparent sign of something that was extremely broken, that they were stating was unbroken,” VAB President and CEO Sean Cunningham told AdExchanger.
He added that the hiatus of DAR and local rankings likewise created an uncertainty in Nielsen due to the fact that the measurement giant had actually not made the essential fixes.
” Thats part of the reason why we werent enthusiastic about the concept of granting them a hiatus nationally due to the fact that we didnt have any genuine precedent of habits from them that giving a hiatus was the repair they required,” Cunningham stated. “We didnt believe that any real progress was going to happen.”
Networks would still continue to utilize Nielsens measurement services without the MRCs stamp of approval. But a lack of accreditation further erodes self-confidence in a company that has long been associated with conventional TV measurement.
The underreporting sparked require an alternative to tradition TELEVISION currencies. As viewers take in content throughout multiple devices, it requires solutions to measure how often people see advertisements throughout linear, streaming and digital in order to get a unified view into how ad spend performs.
Last week, competitor Comscore informed AdExchanger that it asked to be audited by the MRC for both regional and nationwide TELEVISION measurement accreditation– a clear dig at Nielsens MRC disaccreditation for National TV rankings.
When rivals like Comscore and digital-first gamers such as VideoAmp and iSpot are in-market currently, numerous said that the market likewise cant wait for Nielsen One to launch.
” Billions of dollars are negotiated each year based on info provided by audience measurement services,” stated VideoAmp Chief Measurability Officer Josh Chasin. “Advertisers are worthy of and expect that these services satisfy the highest levels of both transparency and functional quality.”
NBCUniversal required “measurement self-reliance” from Nielsen and advised the market to use numerous measurement service providers who use sophisticated data and analytics rather than the traditional panel-based surveys the measurement giant is understood for.
NBCU said in an email recently that it provided an RFP to more than 50 measurement companies– consisting of Nielsen– for measurement options. NBCU said its examining more than 70 reactions.
” Measurement innovation needs us to collaboratively explore our options, evaluate several independent yardsticks and expand the possibilities for our market– since thats how we end up being independent from our past and interoperable for our future,” Kelly Abcarian, NBCUs EVP of ad measurement and effect, stated Wednesday.
Nielsen, however, stated it would continue to be the “currency of option” for media business, firms and marketers even without the MRCs seal of approval.
” The majority of the industry will continue to transact off of Nielsens metrics regardless of the existing MRC status– it is too engrained into the purchasing systems,” iSpot CEO Sean Muller said. “However, the MRC is doing its task with these relocations. Whats important to recognize is that as things shift to streaming more quickly, there is a fantastic requirement for a new currency or set of currencies.”

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