Tony Jarvis giveth, and then he taketh away during his comments on the measurement panel at the Digital Out-of-Home Media Forum this morning.
“Nielsen has taken a great first step with
measuring a fourth screen report,” Jarvis said of Nielsen’s recent launch of a new syndicated research report measuring audiences for place-based, digital out-of-home video networks.
“This is Tony talking,” Jarvis reminded the startled audience.
Then he explained the “dilemma,” which is that Nielsen only measures so many place-based networks,
begging the question of how the industry assesses those networks measured by other firms, like say, Arbitron.
“Would Nielsen be willing, under industry guidelines, to add other industry
studies,” he asked, looking at fellow panelist, Nielsen’s Paul Lindstrom.
“The answer to that,” Lindstrom, responded, “is no.”
"This is Tony
talking."