It must be sweeps week, due to the fact that TELEVISION drama is through the roofing system.
Nielsen lost its Media Ratings Council accreditation for National TV Ratings. The TV currency company calls the loss of the MRC seal of approval a hiatus while it focuses instead on Nielsen ONE, the cross-channel metric expected to introduce late next year.
Broadcasters are irritated by Nielsens undercount of TELEVISION audience numbers in between when the pandemic begun through Q1 this year, according to an MRC audit in February. Nielsen said the MRC council is not impartial, since it consists mainly of broadcasters and other TELEVISION measurement companies.
On The Big Story today, we discuss what the loss of one MRC accreditation means for Nielsen, and the ways TV ad sellers are already testing as alternative methods to guarantee specific audience reach criteria without the Nielsen standard. Not to mention hypothesizing on a prospective Nielsen acquirer.
The Big Story also has a guest look today, with Myles Younger, senior director of Media.Mionks data practice.
We go over the ways marketers are bringing seemingly unassociated business data sources to bear in data-driven advertising. Some top drink brand names, for instance, have taken to utilizing their own B2B apps– the online portals that restaurants, benefit shops and grocers utilize to select and restock beverages– as a leading signal on what type of beverages are most popular at a local level. Utilizing the information, brands can enhance campaigns to drive local foot traffic.