Broadcasters Call On Nielsen To Halt Rollout Of 'Hybrid' Local TV Measurement

The National Association of Broadcasters’ (NAB) Board of Directors adopted a resolution calling on Nielsen to improve its local TV audience measurement methods, and to delay a planned rollout of a new "hybrid" measurement method until it can be "fully tested in the marketplace." Nielsen has quietly been informing clients about a number of important changes to its local TV audience methodology, known to be sub-adequate in some of its smaller markets, for some time. The NAB said the resolution passed with unanimous support during its Board of Directors meeting.

The Committee on Local Television Audience Measurement (COLTAM) and the National Association of Broadcasters (NAB) Television Board of Directors resolved that:

• Nielsen delay implementation of hybrid measurement, methodology and technology until it can be fully tested in the marketplace, and
• Nielsen increase its sample size in local TV markets to make "broadband-only homes" additive to its samples beyond 2014.