Instead, TVB wants Nielsen to focus on getting accreditation for meter markets to improve core accuracy of local TV station measurement.
“TVB and its members continue to implore Nielsen to both engage with the Media Ratings Council (MRC) for a review of the BBO integration plan and to delay the start of BBO integration until the panel’s health is repaired and approved,” stated Steve Lanzano, president-CEO, TVB.
A statement from Nielsen:
"The inclusion of BBO homes has been delayed a number of times and by continuing to exclude broadband homes from local measurement, local TV buyers and sellers are excluding upwards of 20% of local TV households in some local DMAs. This number grows... and increases the differences from the national [TV] data which has long included these homes."
It adds:"Keep in mind, BBO is a consumer trend that really only Nielsen can measure with accuracy... The longer we wait, the higher the percentage of BBO we will be adding and this will make the difference between the more complete market definition and local reporting larger."
Media agencies have long encouraged Nielsen to include broadband-only homes in its local TV measurement samples. Analysts say the push for the slower response is the fear of potential lower local TV station ratings.
In June 2020, Nielsen said it got continued accreditation by the Media Rating Council for all 25 Local People Meter (LPM) market service markets and 19 of 31 U.S. set-based TV meter markets.
While household set-based TV meter estimates remain certified for all 31 set-based markets, person-demographic estimates in 12 remaining markets do not.
Since 2013, Nielsen has planned for efforts to include broadband-only households into its local TV ratings service. Then for the 2014-15 TV season, it agreed to delay that inclusion, seemingly after demands made by the National Association of Broadcasters and its Committee on Nationwide Television Audience Measurement.
This story has been updated to include a response from Nielsen.