Nielsen announced today that it will take the lead on an “Impressions First Initiative” to support an industry-wide move to impressions-based buying and selling in local markets across the country. The move to impressions will occur in conjunction with the integration of broadband only homes into Nielsen’s local measurement metrics in January 2022.
Steve Lanzano, TVB president-CEO, said Wednesday that Nielsen should delay its inclusion of broadband-only homes in its measurement “until the current sample is fixed.”
Nielsen’s introduction of broadband-only homes into local market samples this spring has drawn support from agencies and research firms eager to get a better measure of TV consumption in a growing world of cord cutters. Station groups want to slow down a transition they fear will bring ratings declines, among other concerns. Note: This story is available to TVNewsCheck Premium members only. If you would like to upgrade your free TVNewsCheck membership to Premium now, you can visit your Member Home Page, available when you log in at the very top right corner of the site or in the Stay Connected Box that appears in the right column of virtually every page on the site. If you don’t see Member Home, you will need to click Log In or Subscribe.