/// Analyst: Nielsen’s Revised Sample Won’t Immediately Impact Ad Market

February 22, 2013  |  Media Week

If a journey of a thousand miles begins with a single step, Nielsen’s plans to expand its sample to include non-linear TV deliveries is a bit like lacing up one’s boots before planting one foot in front of the other. The ratings giant this week proclaimed its intention to redefine the U.S. TV household, broadening its scope to include homes with “at least one operable TV/Monitor with the ability to deliver video via traditional means of antennae, cable [set-top box] or satellite receiver and/or with a broadband connection.” While Nielsen’s goal is to capture “all viewing in all homes,” thereby validating the deliveries that occur beyond the bounds of the tube, the new criteria won’t take effect until the start of the 2013-14 broadcast season. As such, during the spring upfront negotiations the networks won’t be making ratings guarantees against any additional deliveries. In other words, as broadcasters complete the process of securing commitments for as much as 80 percent of their seasonal ad inventory, any ancillary viewership in the fall will go unrewarded.

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Analyst: Nielsen’s Revised Sample Won’t Immediately Impact Ad Market

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