CBS Stations Slam Nielsen's Inclusion Of Broadband-Only Homes
- by Wayne Friedman , December 23, 2021
CBS Television Stations “strongly objects” to
Nielsen's forthcoming inclusion of broadband-only homes (BBO) into Nielsen local TV panels, scheduled to begin January 6, 2022.
In a letter to the media measurement company, Wendy McMahon, president/co-head of CBS News and TV Stations, said:
“Despite longstanding industry and MRC [Media Rating Council] …
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OK, so when Nielsen can demonstrate that it is able to record "TV" viewing in BBO homes and gets the "right"number of BBO homes figured out for each market, will the stations stop complaining and accept the fact that these homes contain consumers who are targeted by advertisers and should be included? Also, if "impressions" are so vital to the stations' ad sales prospects---unlike those nasty old GRPs---- what's the problem if Nielsen adds BBO "impressions" to the stations'total delivery? If Nielsen doesn't include BBO homes and reduces its population estimates acordingly wont their exclusion lower the stations' "TV impression" tallies?
I guess some are confused when impressions go up but ratings go down. Wonder why no other TV group is publicly objecting. Maybe the little data they have show a decline in both ratings and impressions for CBS O&Os.