NAB Demands Nielsen Delays 'Hybrid' Measurement Roll Out

In the US, the National Association of Broadcasters (NAB) has demanded Nielsen delay implementation of its 'hybrid' local TV audience measurement, methodology and technology until it can be fully tested in the marketplace.

Nielsen has proposed releasing the system later this year, to serve as 'currency' for determining advertising rates in local broadcast television markets.

NAB, with support from its Local Television Audience Measurement (COLTAM) committee, has passed a resolution, requesting Nielsen halts the roll out of the new service, while calling for Nielsen to increase its sample size in local TV markets, and add 'broadband-only homes' to these samples beyond 2014. According to NAB, failure to make these changes could lead to a reduced sample for traditional TV homes, which could understate actual viewership of local TV stations.

While not confirming whether Nielsen will comply with NAB's demands, a company spokesperson said that the firm will continue to work with industry stakeholders to review hybrid methodology and technology, adding: 'It is important to get it right'.

Web sites: www.nielsen.com and www.nab.org .