VAB Blasts Nielsen on Pandemic Sample

VAB blasts NielsenVAB points to a 20% decrease in the research firm’s national panel, resulting in underreporting of television usage. This shortfall is also impacting the upfront buys in 2021.

During the same period of time, video streamers using TV was also off, a result that seems unlikely according to industry experts. Nielsen has since issued a statement regarding its confidence in its methods and results.

The trade group representing networks and distributors blasted Nielsen claiming that the measurement company’s viewership numbers are much lower than they should be because Nielsen has not taken proper care of the panel it uses to measure TV usage during the COVID pandemic.Because of those “TV measurement defects” there has been “systematic under-counting that has been perpetuated in this COVID Nielsen sample since last March,” said Sean Cunningham, CEO of VAB.

Source: Networks, Distributors Blast Nielsen For COVID Response That Caused Plunge In TV Usage Numbers | Broadcasting+Cable

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