MRC: Nielsen 'Understated' COVID TV Usage
- by Wayne Friedman , May 10, 2021
Changes to Nielsen's panel procedures showed persons 18-49 were “understated” by about 2% to 6% in the Nielsen Total Usage of Television (TUT) metric in February 2021, according to analysis by the Media Rating Council.
The MRC met with Nielsen on Monday to discuss its findings. The MRC is a …
Good report, Wayne. Others in the trade press have gone the sensational route claiming that this February 2021 "audit" was proof of Nielsen understating the "Covid" numbers. It isn't. In fact we probably will never know what happened last year but the VAB is right, something bad certainly seems to have happened. So, once everybody gets through punching Nielsen around and the numbers start to rise all will be well ---and we can keep using "average commercial minute" ratings as a valid time buying/selling "currency" again. Or can we?