The war of words between TV companies and Nielsen escalated this week when Comcast Corp.-owned NBCUniversal sent a letter to the ratings giant raising concerns about a new measurement product, according to The Wall Street Journal.
The service, called Total Content Ratings, promises to measure audiences in areas outside the traditional “linear” TV ratings system, like subscription video on demand services and on mobile devices.
The TV industry, which has seen traditional ratings fall as eyeballs shift to newer platforms, has long called for such a product, often criticizing Nielsen for failing to keep up with shifting media habits.
In the letter NBCUniversal’s chairman of advertising sales and client partnerships, Linda Yaccarino, said that she has “deep concerns” about Total Content Ratings, calling it “incomplete” and “inconsistent.”
Yaccarino criticized the product for having limited implementation from pay-TV operators and not fully measuring over-the-top viewership. “Bottom line, it’s not ready for release,” Ms. Yaccarino said in the letter. Nielsen’s new product isn’t yet fully integrated with Hulu, the streaming site in which NBCUniversal owns a stake.
In a statement, Nielsen said it stands behind the product, which is on schedule for a March 1 release.
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