Madison Avenue Sean Cunningham Brian Steinberg-Senior Coronavirus audience pandemic Madison Avenue Sean Cunningham Brian Steinberg-Senior

TV Networks Frustrated by Nielsen’s Count of Audiences During Coronavirus

variety.com

Brian Steinberg Senior TV EditorThe nation’s TV networks claim the primary arbiter of who watches their programs allowed its business to deteriorate during the coronavirus pandemic and has only devised “a four-ounce solution to a ten-pound problem” of trying to count TV viewers during an unprecedented era in history.Speaking Thursday, Sean Cunningham, the CEO of the VAB, a trade organization that represents the broadcast and cable networks to Madison Avenue, alleged that measurement giant Nielsen essentially allowed the panel of viewers that is at the crux of how it tracks viewership to degrade during the pandemic, resulting in a significant undercounting of audience that TV executives charge clashes with other sources of viewership data..

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