Caught in the middle of a battle between networks and ad agencies, Nielsen has decided to postpone its introduction of a new system that they say will more accurately measure TV and DVR viewership.
The new service was set to launch on Dec. 11 with all parties seemingly agreed on how everything would be measured.
But on the basis of Nielsen themselves releasing a study on Monday saying that the majority of viewers using TiVo watched the recorded 
show within the first two or three days after the recordings, it opened up the old wound that was between the networks and ad agencies.
The ad agencies had maintained that they weren't going to pay for viewers who wouldn't watch or view their messages. Networks had some type of data that implied even though people say they skipped over commercials using their TiVos, they were in reality watching and recalling the recorded ads. Now they're back to negotiating all over again.
Nielsen, in a letter to clients, said that it was postponing the introduction of the new service until they could get a meeting together with all sides to create a system that all could agree to.
This is getting bizarre. People who are surveyed say that they skip over commercials when using their TiVos are now saying that they really don't, according to the data offered by the networks? Essentially they're saying the consumer is either totally confused or lying.
I think this is all a bid by the networks to keep revenue up no matter what it takes. What is there to negotiate about? Either the studies are correct or not. Either the consumers are telling the truth or not.
As we talked about recently concerning General Electric (GE) CEO Jeffrey Immelt's comments that network profits will drop by 40% across the board, no matter who is No. 1. This is what the networks are trying to fight and delay.
While I can't blame them, it should be done with honesty, integrity and adjusting to the new media realities that we are moving to a digital world, not trying to put forth conjured up data to pretend that people are watching something they're not.
Comment Preview