Nielsen has pushed back on criticism from the VAB concerning Nielsen's effort to integrate Amazon first-party data with its panel data for measurement of “Thursday Night Football” this coming season.
Sean Cunningham, president and CEO of the VAB TV advertising group, complained about the arrangement on Tuesday in a release: “This first/third party data mash-up has the effect of unfairly tipping the scales in Amazon's favor versus the other NFL programmers who have not been afforded the opportunity to supply Nielsen with their own first-party data.”
Nielsen says it has been in active discussions with other clients in doing the same for other clients.
“We look forward to bringing more such integrations into our measurement in the near future,” Nielsen Audience Measurement CEO Karthik Rao said in a letter sent to VAB's Cunningham and released to the press.
Cunningham said the VAB calls “upon Nielsen to not move forward with its plans to unfairly force first-party data from Amazon’s TNF property into the NFL third-party data sets.”
A week ago, responding to inquiries from Television News Daily, a Nielsen representative said, “This is a capability not just for Amazon, but something we are offering for any client with a similar need with live streaming programming."
For its first season a year ago, Amazon's Prime Video’s “Thursday Night Football” averaged 11.3 million viewers, according to Amazon’s analysis of its first-party metrics combined with Nielsen viewership measurement.
By way of comparison, traditional Nielsen measurement was 15% below this level -- averaging 9.58 million viewers per game.