http://www.airlockalpha.com/node/6620
It's about time. I think everybody knows how inaccurate Nielsen's ratings system has been. When settop boxes first came out and they were posting their ratings info, you could see how different that data was from Nielsen's published ratings.
In addition, Nielsen tried to half ass the data coming from setop boxes by trying to include some numbers from places like TIVO in some complex calculation that I think is still in use today.
The problem with that approach is that they still use their method as the primary factor in their calculation and throw in some setup data to use a hybrid of the two (I particpated in the pilot). The problem with that approach is that Nielsen's system is fundamentally flawed. Even by adding some settop data, it doesn't change that the fact that their primary method of calculation is highly inaccurate.
Some Highlights from the article:
________________________________________
A group of studios, media companies and advertisers are ready to give Nielsen a run for its money with plans to start its own audience measurement organization to help advertisers decide exactly how to distribute its more than $70 billion it spends annually on television advertising, according to Financial Times.
Nielsen has been under fire for a number of years with claims that its system of polling viewers through samples of about 18,000 homes nationwide is ineffective.
In fact, many believe that current technology available -- including set-top boxes from cable companies and satellite television -- is a perfect tool to increase the viewing samples a millionfold.
It's about time. I think everybody knows how inaccurate Nielsen's ratings system has been. When settop boxes first came out and they were posting their ratings info, you could see how different that data was from Nielsen's published ratings.
In addition, Nielsen tried to half ass the data coming from setop boxes by trying to include some numbers from places like TIVO in some complex calculation that I think is still in use today.
The problem with that approach is that they still use their method as the primary factor in their calculation and throw in some setup data to use a hybrid of the two (I particpated in the pilot). The problem with that approach is that Nielsen's system is fundamentally flawed. Even by adding some settop data, it doesn't change that the fact that their primary method of calculation is highly inaccurate.
Some Highlights from the article:
________________________________________
A group of studios, media companies and advertisers are ready to give Nielsen a run for its money with plans to start its own audience measurement organization to help advertisers decide exactly how to distribute its more than $70 billion it spends annually on television advertising, according to Financial Times.
Nielsen has been under fire for a number of years with claims that its system of polling viewers through samples of about 18,000 homes nationwide is ineffective.
In fact, many believe that current technology available -- including set-top boxes from cable companies and satellite television -- is a perfect tool to increase the viewing samples a millionfold.