Advertising trade organization the 4A's is calling for Nielsen to rethink its decision to report the viewing that takes places in restaurants, bars and airports with viewing that occurs at home, saying it will have a negative impact on agencies and marketers.
The 4A’s is asking Nielsen to keep its national in-home and out-of-home ratings separate.
Nielsen initially announced earlier this month it would delay its plans to combine in-home and OOH viewing due to the impact of the pandemic on TV watching in places like restaurants and bars. But just days later, it reversed that decision following pressure from networks to move forward.
“Agency buyers and marketers have the right to negotiate for the inventory pricing and related metrics including data access, and the use of a single data stream eliminates that choice,” Marla Kaplowitz, president and CEO of the 4A’s, said in a statement. “The inability to access the disparate viewing streams negatively impacts which metrics inform different viewing experiences, and dilute the transparent measurement solutions that the industry should strive for when making financial decisions.”
The organization wants Nielsen to propose an alternative approach to reporting in-home and OOH viewing metrics that avoids combining audience figures from what it calls, “two widely different qualitative viewing experiences.” It is also asking that both audiences streams are distinct and available to all buyers via most third-party and proprietary agency buy-management systems. And finally, the organization wants Nielsen to delay the launch of any proposed combined data stream until a full and complete audit is release by the MRC that accredits the newly combined measurement approach.
A Nielsen spokesman said the measurement is in the process of being MRC audited and that it will be completed prior to launch.
Kaplowitz says Nielsen needs to give agencies the ability to separate out the two viewing streams to allow them to compare to previous years and for planning purposes, and not dictate the metric on which the industry should trade.