Nielsen told television networks they may not mix its ratings with internal or third-party data when making comparative audience claims in the press, a reminder issued as the measurement firm rolls out major methodology changes ahead of a packed sports season.
The agency said “mixing internal or third-party data with Nielsen metrics to make comparative statements in the press is not permissible.”
Front Office Sports reports the rule is not new, but networks have often blended figures when reporting live sports audiences.
NBC has regularly used Total Audience Delivery numbers that combine Nielsen’s Big Data + Panel measurements with Adobe Analytics digital data. The issue sharpened during this summer’s FIFA World Cup, when Fox released strictly Nielsen figures while NBCUniversal-owned Telemundo used the TAD blend and highlighted growing appeal among non-Spanish speakers. Nielsen has since increased scrutiny of competitive claims built on mixed data.
Its NFL releases have not typically used TAD for comparisons. Fox Sports president of insights and analytics Mike Mulvihill welcomed the directive, writing that he hoped the “clear, fair policy will be rigorously enforced during football season” as NFL rights holders compete for viewers.
On Monday, Nielsen begins large-scale measurement changes, including an expanded co-viewing methodology — its third major shift in less than two years. The changes arrive as college and pro football, MLB and WNBA playoffs, and the new NBA and NHL seasons get underway.
The NFL called Nielsen’s latest moves “overly rushed” and said it is working more with rival measurement firms. “Our concern is that this is going to make measurement for the upcoming season muddled,” NFL senior vice president of data and analytics Paul Ballew said last week.
The policy and methodology changes will matter most around the NFL, still the most-watched programming on U.S. television.
Comscore: The most established challenger. It already competes with Nielsen in local TV and has expanded national and cross-platform products, including Comscore Content Measurement. Its Proximic unit packages NFL-season targeting data for advertisers. The Joint Industry Committee (JIC) has certified Comscore for use as transaction currency, including person-level demographics.
VideoAmp: The fastest-growing national rival in recent years. It measures tens of millions of households and devices with machine learning, licenses TVision’s panel for person-level calibration, and has pushed hard into sports. Executives have said they were in talks with the NFL, NBA, MLB, NHL, WNBA, and other rights holders about using VideoAmp as currency.
iSpot.tv: Strong on ad-occurrence and outcome measurement: it watches what ads actually aired and can link that to sales lift. It invested in TVision and has worked with networks that hold sports rights. After JIC certification it was treated as currency-ready, though some industry analyses say it has leaned more toward outcomes than full national ratings replacement.
Nielsen still takes an estimated 85–90% of national video-currency spending. Rivals split the rest.
Live sports, especially the NFL, are the last mass-reach TV product. Leagues want credit for out-of-home viewing, co-viewing, and streaming apps that Nielsen has been slower to fold in.
Live sports, especially the NFL, are the last mass-reach TV product. Leagues want credit for out-of-home viewing, co-viewing, and streaming apps that Nielsen has been slower to fold in.