Speaking at the Consumer Electronics Show here on Thursday, she said: “Imagine you’re a quarterback, and every time you threw a touchdown, it was only worth four points instead of six. That’s basically what I’m dealing with every friggin’ day.”
“It’s unfair to marketers, it’s unfair to content creators, and it’s up to all of us in this industry to take a stand,” she said. “We need to reach beyond a C3 rating.”
A year ago, NBC made the decision to stop subscribing to Nielsen for its daytime programming on CNBC, given its large inaccuracies.
“Nothing bad happened,” she said. “The sky didn’t fall. The network didn’t go off the air. In fact, marketers love that they’ve finally got an accurate picture of their audience.”
For NBC prime time, however, many problems remain.
For example, she said “Blindspot” is a show that is missing some 700,000 18-49 viewers. “And, to get those totally wrong numbers, I have to wait three weeks for C3 delivery. It’s insane,” she said.
The current C3 ratings -- the live average commercial rating plus three days of time-shifted viewing -- isn’t enough in a growing detailed digital media world that continues to offer up more granularity about media users/viewers.
“What does a C3 rating tell you anyway? Almost nothing. Age, gender, maybe? It’s practically useless. But that’s TV.”