Brian Steinberg-Senior audience testing Brian Steinberg-Senior

TV Networks’ Bid to Create Nielsen Rival Gets Support From Advertisers

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variety.com

Brian Steinberg Senior TV EditorThe TV networks aren’t the only ones who think their audiences need to be counted differently.Big media-buying agencies and even a few advertisers are likely to help as the TV industry battles with Nielsen and continues to push for alternate systems of counting video viewers, whether they watch via traditional linear TV or a new streaming-video hub.“We needed better measurement of consumers, and for whatever reason, they didn’t deliver,” says Kelly Metz, managing director of linear and advanced TV activation at Omnicom Media Group, one of the nation’s largest media buying agencies, referring to Nielsen. “It has opened the door.”And created a gulf.

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