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Nielsen Commercial Data Unaffected by Error
Nielsen has moved to reassure clients and investors that an error in the set-up of its NPower data processing system will have no impact on its commercial data, ratings and projections, after potential problems were apparently overplayed on Wednesday.
NPower is used to produce a Program Viewing Frequency metric separate from the 'C3' commercial ratings which provide a buying platform for TV advertising and the latter is therefore unaffected by the error. Nielsen underlined this distinction in a statement late on Thursday, adding that there was also no impact on 'electronic data files used by other processors, or reach or any other NPower-reported data.'
According to www.mediapost.com , the problem contributed to a plunge in Nielsen share value, down 9%. Today analysts agreed that the share sell-off had been 'an over-reaction' and the error would have no effect on day-to-day media trading models such as its C3 ratings, used as national television ad-buying currency.
Earlier this month, Nielsen received Media Rating Council (MRC) accreditation for its Online Campaign Ratings measurement system, which provides overnight audience reach, frequency, and GRPs for Internet display and video advertising.
Web site: www.nielsen.com .
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