Nielsen Media Research is the key player in determining TV ratings. Recently, Brian Fuhrer, the Senior Vice President of the company, was a guest on “Sports Media Podcast” which revolved around the evolving media landscape, particularly the increment in the amount of individuals streaming content on YouTube and other platforms that hasn’t been accounted for in their metrics. This, and other topics, including the generally unfavorable perception of Nielsen, were discussed
Please find the highlights from the conversation below:
When asked about the negative perception of Nielsen, Furher responded that being around for a long time makes them an easy target. He emphasized that they’re always striving to improve and maintain solid relationships with their clientele. Further, they’re proactive in recognizing opportunities across varied platforms.
Speaking about the most significant development in their measurement process in the last half decade, Fuhrer acknowledged the obvious shift towards on-demand viewing. The introduction of Netflix has conditioned viewers to access vast content libraries at their convenience. This change, away from linear viewing towards on-demand streaming content, constitutes the biggest shift in viewer behavior.
Looking ahead, Fuhrer stated that they’re focused on improving their measurement of streaming media. He noted that the same content often exists simultaneously across traditional broadcasting, syndication, and streaming platforms. Hence, integrating these into Nielsen’s measurement system to provide a comprehensive understanding of audiences is a priority. This will aid in accurately valuing content and advertising.
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