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Live-Only Loss Will 'Inflate Figures' Claims GroupM Exec
Nielsen's decision to do away with live-only program ratings is 'a significant step backwards' according to GroupM North America's Chief Investment Officer, Rino Scanzoni.
Scanzoni says the decision, announced last week, runs counter to client demands for more accountability, and adds that he is 'ready to fight' according to a report on www.mediapost.com .
Nielsen says replacing live-only with live program-plus-same-day DVR playback ratings in larger markets will make metrics more consistent with ratings in medium and smaller markets, and will bring cost efficiencies and simplification. Scanzoni contends that adding in same-day DVR ratings will increase audiences by 4% to 7%, artificially since those playing back from DVRs typically skip 60% to 70% of commercials. 'This will overestimate the audience, and we'll pay for audiences that we are not getting'.
Nielsen says the move is an effort to seek a compromise between some local television sellers who would still like three or seven days of playback added in, and some agencies who want none, and claims that 'the majority seems to favor the compromise'.
Web sites: www.groupm.com and www.nielsen.com .
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