Nielsen Responds to 4As Criticism

Nielsen has responded to the American Association of Advertising Agencies (4As) complaint about its decision to change the metric on which advertising deals for local TV ads are made, from Live to Live + Same-Day.

Earlier this month, the firm announced it would be introducing the new measurement metric next January. In the letter sent to Nielsen last week, 4As Chair Marc Goldstein expressed his 'absolute displeasure and disappointment' with the decision.

Sara Erichson, President of Nielsen's Media Client Services for North America, has now written to Goldstein to stress that the side Nielsen had taken is one in favour of the best 'contemporary viewing behavior'.

'Given the growing penetration and usage of DVRs, we believe the research is undeniable in suggesting that Live Only ratings no longer offer an accurate picture of the television viewing that occurs on an individual day,' Erichson stated.

In the past five months, Erichson claims that Nielsen has held discussions with media buyers and sellers, and the decision to change the ratings was based on feedback from both sides' points of view.

'Our job is to weigh all market place input, look at the research and come up with the solution set that we believe meets the most needs of the most clients and is consistent with research findings. As you know, this sometimes requires tough choices,' she added.

Erichson urged buyers and sellers to work together to determine what data set(s) they collectively need from Nielsen to transact business, 'mindful of the changed viewing environment which has impacted audiences associated with traditional measurement'.

She concluded by saying that Nielsen is committed to continuing the discussion with its clients and is open to suggestions that 'find common ground between buyers and sellers'.

Web site: www.nielsen.com .