CBS EYES DITCHING NIELSEN AS STREAMING, CORD CUTTING CHANGE THE GAME | WHAT REALLY HAPPENED


CBS EYES DITCHING NIELSEN AS STREAMING, CORD CUTTING CHANGE THE GAME

For years, we've noted how popular TV ratings firm Nielsen has turned a bit of a blind eye to cord cutting and the Internet video revolution, on one hand declaring that the idea of cord cutting was "pure fiction," while on the other hand admitting it wasn't actually bothering to track TV viewing on mobile devices. It's not surprising; Nielsen's bread and butter is paid for by traditional cable executives, and really, who wants to take the time to pull all those collective heads of out of the sand to inform them that their precious pay TV cash cow is dying?

Eventually, the cord cutting trend became too big to ignore, forcing Nielsen to change its tune and start acknowledging the very real trend (though they called it "zero TV households" instead of cordcutters).

Ironically, this fealty to wishful thinking may not pay dividends for Nielsen. Nearly every broadcasters in your cable lineup is expected to launch their own streaming service by 2022. Many of these companies (like CBS) are now considering ditching Nielsen because, they claim, it's charging too much money for a user tracking system that hasn't adapted for the streaming era:

"At issue is a long-running complaint from TV networks that Nielsen isn’t measuring the many different audiences for their programming as well as it should. As smartphones, mobile tablets and broadband-connected TV’s gain more consumer acceptance, audiences are increasingly able to stream their TV favorites in on-demand fashion, making the task of counting them exponentially more difficult.

Webmaster's Commentary: 

One has to love the smell of irony in the morning.

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