Tablets Hurt Network TV Ad Revenue Tied to Nielsen Ratings: Tech
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Broadcast and cable networks like CBS and Viacom Inc.’s Nickelodeon are failing to get paid for surging Web audiences because those viewers are almost invisible to Nielsen Holdings NV.
The dominant ratings measurement firm, used by all major advertisers to determine how much they should pay for a TV ad, has been slow to count growing Internet audiences, according to media and advertising executives. They’ve expressed frustration with Nielsen’s technology, saying it leaves out as much as 12 percent of the audience. At the same time, Internet metrics used by Google Inc. and Facebook Inc. don’t work for TV.