• by Wayne Friedman , November 14, 2022

As Nielsen moves closer to launching its new Nielsen One cross platform measurement system sometime in 2023, the Media Rating Council recently voted to keep the accreditation of Nielsen TV ratings service in suspension status.

News of the recent vote was first reported by Advertising Age. In response to that report, the MRC issued a statement:

“It is profoundly disappointing that someone has shared a confidential document that presents only one side of the story of our ongoing engagement on Nielsen’s National TV service.”

It added: “While it is true the existing suspension of MRC accreditation remains in place at the current time, it is also true that we believe Nielsen has made significant progress on most of the issues that led to that suspension, and MRC continues to actively work with Nielsen on a path to address the remaining issues so that a consideration of reinstatement of accreditation to the National TV service may occur relatively soon.”

Nielsen's problems started around the pandemic period in 2020 and 2021 when it said it was unable to enter Nielsen panel homes for servicing due to issues around the COVID-19 pandemic issues -- which, in part, resulted in undercounting of viewers.

In September 2021, The MRC suspended accreditation of Nielsen's national TV ratings service. It also removed the accreditation "hiatus" status from Nielsen's local people meter and set meter market services

Nielsen’s troubles and the suspension have fueled efforts by TV network groups and media agencies to pursue alternative measurement services.

In October, Nielsen was acquired in a $16 billion deal by a consortium of private equity investors, led by Elliott Investment Management and Brookfield Business Partners.

Sean Cunningham, president/chief executive officer of the Video Advertising Bureau (VAB), said the recent MRC decision is “reflective of the ad market mandate for vastly improved cross-platform video measurement and currency... We’re united with advertisers in our shared desire for thoroughly modern cross-media measurement.”