Nielsen Postpones to Address Issues with 'Big Data'

Nielsen has written to clients to inform them that the set-top box and Smart TV 'big data', to be added into its National TV reporting next month, will not yet be used for transaction / ad currency purposes as previously planned, due to the need to address 'variability' and 'stability' issues.

In the note last week, Nielsen said the launch of the data would still take place but it should only be used for purposes of 'general analysis', while further refinements are made, in accordance with its ongoing industry / MRC consultation. 'One consistent piece of feedback from both clients and the MRC has been the need to explore additional methods to further reduce variability and improve overall stability' said the company. 'Similarly, we anticipate the need for additional enhancements to further address the limitations of big data. We have continued to iterate on potential enhancements to address these needs and are actively researching additional techniques in this area'. According to the note, 'This will allow more time to test, validate and share the impact of any additional changes, as well as consider MRC audit results, prior to the full transition in September 2023'.

A meeting with the MRC scheduled for yesterday (Thursday 25th August) on accreditation of ratings including the big data input has been postponed. MRC SVP, Associate Director David Gunzerath explained the move: 'Because Nielsen is working on enhancements to its big data initiative, we postponed certain of the audit processes and a previously scheduled review meeting on this initiative in order to extend our audit to cover these enhancements. The committee hasn't seen any audit results yet and has not met, and the MRC staff believes these enhancements are important to be included in our consideration'.

In a statement in response to later questions, the ratings giant clarified: 'This decision does not impact our plans for full transition to panel, plus big data, in September 2023, or our path to accreditation for our National TV measurement service'. The big data input is intended to be part of the Nielsen One roll-out, still said to be on schedule for next year.

Sean Cunningham, CEO of TV advertising trade group the VAB, who wrote to Nielsen CEO David Kenny in March 'seeking the immediate cessation' of the big data releases, said the latest news was a 'big deal' and 'an indication of a state of complete unreadiness'. Cunningham also described Nielsen's current C3 and C7 national ratings panel as 'a black box of dysfunctional mystery'.

For its part, Nielsen has always said the complexities of adding and comparing big data were such that it would present it side by side with panel figures to give clients 'runway to adapt' to the launch. In an article criticising Comscore claims in October last year (www.nielsen.com/insights/2021/the-not-so-hidden-problem-with-big-data-sets ) the firm went on to acknowledge the industry-wide limitations of all currently available sets of big data, stating: 'We know that many industry players are excited about the promise of big data, we are too. But as an industry we need to be honest about what big data can and can't solve for. And we too understand that the future of media measurement is an approach that combines the reach of big data with the verified personal data of robust panels'.

Thanks to www.nexttv.com and www.mediapost.com for some of the above content.

Web site: www.nielsen.com .