Nielsen Still Wants to Use Amazon Data For Ratings

Nielsen appears to be trying to move forward with a new audience-measurement technology that many TV networks think still isn’t ready for primetime, reports Variety.

The measurement giant in September backed off an effort to incorporate first-party data from Amazon in its study of the audience for the company’s streamcast of “Thursday Night Football.” The move would have marked a first step toward utilizing inputs from the companies Nielsen measures as it produces its widely used tabulation of national viewership, and many TV executives denounced the plan.

Nielsen seems to be renewing its efforts. At a meeting held by the Media Rating Council on Thursday, Nielsen executives tried to introduce the prospect once more, according to three people famiiar with the proceedings. People familiar with the gathering, conducted over Zoom, were dismayed by Nielsen’s inabilty to respond to criticism about the technology that has been raised weeks ago. TV networks believe Nielsen hopes that the MRC, an industry body that grants accreditation for the use audience measures, could soon put the concept to a vote of approval.

An MRC spokesman said the organization “can’t comment on an assessment in process,” but noted that a review of Nielsen’s use of Amazon audience data around “Thursday Night Football” is “ongoing.” Nielsen was unable to provide an immediate comment.

Use of the new data could plunge the industry into multiple quandaries. Not only could it give Amazon an advantage in counting viewers, but it would have Nielsen, which has long relied on its own independent examinations, start entering into new partnerships with the very organizations it is supposed to scrutinize without favor. Adopting the Amazon data could potentially also give a nod to live programming over scripted, says one person familiar with deliberations around the topic, a result that may not sit well with Hollywood unions that have been jockeying with media companies over the very issue of counting audiences.