Brian Steinberg Senior TV Editor Nielsen appears to be trying to move forward with a new audience-measurement technology that many TV networks think still isn’t ready for primetime.
The measurement giant in September backed off an effort to incorporate first-party data from Amazon in its study of the audience for the company’s streamcast of “Thursday Night Football.” The move would have marked a first step toward utilizing inputs from the companies Nielsen measures as it produces its widely used tabulation of national viewership, and many TV executives denounced the plan.
Nielsen seems to be renewing its efforts. At a meeting held by the Media Rating Council on Thursday, Nielsen executives tried to introduce the prospect once more, according to three people famiiar with the proceedings.
People familiar with the gathering, conducted over Zoom, were dismayed by Nielsen’s inabilty to respond to criticism about the technology that has been raised weeks ago.
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