TVB Again Highlights Misleading Aspects of Nielsen’s May Gauge Report for Marketers
June 20 2024 - 12:22PM
Business Wire
Lack of Delineation Between Ad-Supported and
Non-Ad-Supported Information Omits Critical Data Points
TVB (www.tvb.org), the trade association of America’s local
broadcast television industry, today issued the following response
to Nielsen’s May Gauge Report:
Last month, TVB issued a statement citing the monthly Nielsen
Gauge Report as misleading and irrelevant to marketers. This week,
Nielsen published the May edition of the report. TVB is again
highlighting that by not delineating ad-supported from
non-ad-supported viewing, Nielsen’s analysis continues to misguide
media buyers and advertisers.
TVB is doubling down on its request for the Gauge Report to
answer this essential question for marketers: Where do consumers
see advertisers’ commercials?
“We are once again calling out to the industry that Nielsen’s
Gauge Report combines all video platforms in one analysis – without
separating ad-supported viewing from non-ad-supported viewing. This
analysis clearly misleads marketers into thinking their commercials
can reach significantly more streaming viewers than is possible or
the reality,” said Steve Lanzano, TVB CEO and President.
“Advertisers’ commercials only reach consumers on ad-supported
video platforms. When viewing of ad-supported platforms is analyzed
alone, the results are very different from what is shown in the
Gauge report because many streaming viewers do not receive ads. TVB
is doubling down on our request for Nielsen to include an
ad-supported-only analysis in all future Gauge Reports. Advertisers
need these facts when considering video media investments.”
Members of the media interested in speaking with TVB’s Chief
Research Officer, Hadassa Gerber, may contact TVB media relations
at tvb@jcir.com or 212-835-8500.
About TVB
TVB is the not-for-profit trade association representing
America’s local broadcast television industry, including linear and
digital platforms. Its members include the U.S. television
stations, television broadcast groups, advertising sales reps,
syndicators, international broadcasters, and associate members. TVB
actively promotes local media marketing solutions to the
advertising community and works to develop advertising dollars for
the medium’s multiple platforms, including on-air, online, and
mobile. TVB provides a diverse variety of tools and resources,
including its website, to support its members and to help
advertisers make the best use of local ad dollars. For more
information, visit www.tvb.org.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240620699263/en/
Jennifer Neuman JCIR tvb@jcir.com 212-835-8500