TV Networks Want To Yank Nielsen Accreditation

The nation's big TV companies are calling for a new yardstick. From a report: A trade organization representing Disney, ViacomCBS, NBCUniversal, Fox Corp. and other media giants is calling for the organization that signs off on Nielsen's methodology for measuring TV viewership to yank accreditation, an aggressive maneuver in an era when media outlets and the advertisers who support them are scrambling to figure out how to count viewer eyeballs across an increasingly unwieldy array of new entertainment venues, digital behaviors and screens. The trade group, the VAB, on Wednesday sent a ten-page letter to the Media Rating Council urging the group to pull its backing of Nielsen's ratings, citing Nielsen's diminished ability to count viewership during the coronavirus pandemic. 'Nielsen's COVID-period conduct as a ratings service violated at least five minimum standards,' the VAB said in its letter, 'with the damage done to their largest subscriber clients still creating material negative impact into July 2021.'

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