Ceo Mitch Barns Has Taken Nielsen on an Acquisitive Path to Shed Old Perceptions and Build New Businesses.
Two weeks ago, Nielsen began phasing out its paper TV ratings diaries for the 140 local markets in which the antiquated system is still active. By the middle of next year, Nielsen says, it will provide electronic measurement across all of its 210 designated market areas.
How big a deal is that? Well, that depends on your point of view.
All told, Nielsen data underpins and informs a staggering $70 billion in annual ad sales, but these days the paper diaries account for less than 5 percent of the company’s TV business. Nielsen’s national ratings system and most of its local DMAs long ago adopted set-top-box data and other modern methods to calculate viewing numbers.
Given those parameters, industry watchers like Pivotal Research Group analyst Brian Wieser believe that Nielsen’s move to trash its remaining logbooks “wasn’t very important, considering how little of their revenue was associated with diaries.” But others maintain the symbolic significance is profound, as pulping the diaries marks a key break with Nielsen’s analog past and another stride toward its pervasively digital future.
Mostly, it’s a matter of perception. Nielsen is often criticized as slow to change, sluggish to adapt its processes to suit the complex needs of clients across a media and marketing landscape in constant flux. The continued use of paper journals by any portion of Nielsen’s 40,000 viewing households (encompassing 100,000 viewers) hurts the company’s image. Indeed, a New York Times story reminding readers of the existence of the diaries this past February unleashed a fresh wave of scorn in the marketplace.
Esta historia es de la edición September 26, 2016 de ADWEEK.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición September 26, 2016 de ADWEEK.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
News Anchor Of The Year Megyn Kelly
From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.
The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.