Brian Steinberg-Senior Krishan Bhatia Coronavirus show president and Brian Steinberg-Senior Krishan Bhatia

Nielsen, TV Networks Clash Over Coronavirus Viewership, And The Future

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variety.com

Brian Steinberg Senior TV EditorNielsen and the networks it serves have long been at odds, like a student might be with a particularly tough college professor who always offers a B- but never an A.

But lately, tensions have begun to boil over into the public sphere, raising anew the prospect that advertisers and media outlets may start using a broader range of measurement services as the benchmark for advertising and sponsorship sales.“If there is no off-the-shelf consensus” for how modern video viewers should be measured, says Krishan Bhatia, president and chief business officer of NBC­Universal’s ad-sales division, “we are going to continue to invest in creating our own.”The networks believe Nielsen undercounted TV viewing during the.

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