Amidst questions over TV measurement and other issues,
Nielsen is doing a major brand refresh across all its communications, website, social media and other platforms to emphasize its business focus around audience, measurement and content metrics.
Its new tag line is: “Powering a better media future for all people.” Another Nielsen marketing theme is: “Nielsen: Audience is Everything.”
“While our business has transformed dramatically over the past few years, it became clear that perceptions of the company have not evolved at the same pace,” stated Jamie Moldafsky, Chief Marketing and Communications Officer.
Nielsen’s move comes just months after spinning off its marketing data division, Nielsen Global Connect, in March. That unit -- which provides consumer goods marketers with key marketplace data -- has increasingly struggled in recent years.
More recently, Nielsen has had to combat questions around a key TV measure, its national TV ratings metric.
Earlier this year, the VAB, the TV network advertising trade group, said there was 2% to 5% undercounting of TV usage during the COVID-19 pandemic.
After deeper investigation, the Media Ratings Council, the industry’s nonprofit group that reviews, audits and accredits media measurement, suspended accreditation of Nielsen national TV service.
This comes as Nielsen continues to work on its Nielsen One effort -- its new revamped next-generation, cross-platform media measurement service set to launch sometime next year.
Nielsen says its new brand will be portrayed in bold, fresh colors to signify, in its logo, that it is “playful, optimistic and smart.”