Nielsen Panel Data 'Not to be Sold Separately', from Q4

Nielsen has notified clients that from the fourth quarter of this year it will no longer sell its panel-based TV ratings separately. The news follows the ratings giant's announcement last week of MRC accreditation for its combined 'Big Data + Panel' service.

The ratings giant confirmed the contents of the memo breaking the news to clients, to the Wall Street Journal last week. The 'Big Data + Panel' national TV measurement system combines the representative panel with return-path data from cable and satellite set-top boxes, and ACR data from smart TVs across 45 million households. Its accreditation by the Media Rating Council clears the way for Nielsen to retire the standalone panel offering - this was originally scheduled for last year but shifted back after requests from a number of clients. Nielsen is recommending Big Data + Panel as a currency heading into the 2025 ad buying Upfronts.

Quoted in the WSJ, Jay Friedman, CEO of ad-buying firm Goodway Group, said: 'For decades Nielsen has been the default TV measurement provider. That has been challenged in recent years, and ending the ability to purchase the panel independent from other data signals the end of an era, even if that era is ending half a decade later than it needed to'.

Last week Nielsen CEO Karthik Rao (pictured) said the MRC accreditation was 'a landmark moment for TV ratings, as it will forever change audience measurement'.

Nielsen has faced new competition in recent years from the likes of VideoAmp, Comscore and iSpot; and is still in negotiations attempting to restart supply to Paramount Global, after the two companies failed to reach an agreement in September.

The firm is online at www.nielsen.com .