Some yardsticks are hard to break. The nation’s TV companies have for months worked to edge out Nielsen from the business of measuring TV audiences. They had good reason: Nielsen failed to co…
” sales session, when TV networks try to sell the bulk of their advertising inventory in advance of their next programming cycle, Nielsen now has something that the networks’ many upstart partners do not — a key distinction when advertisers say they still want an independent, third-party vendor examining TV audiences, not the TV network that’s taking their money.
Nielsen has some leverage. While Warner Bros. Discovery, NBCUniversal, TelevisaUnivision and Paramount Global are eager to move the JIC’s business forward, they have yet to secure the direct involvement of some important companies, including Disney —throughout the recent industry tumult. “We define the industry the way the audience defines TV in 2023. That needs to include Disney, Amazon, Netflix, YouTube, and any major streaming platform,” said Rao.
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