Seems Nielsen has pulled the plug, at least for now, on their planned commercial ratings program. Seems that the criticism of the program, which in my view had multiple deficiencies, was just too harsh and Nielsen has decided to not go forward. This decision comes literally hours after a new study showed the number of people watching TV on their DVRs has spiked sharply, with a good portion of that audience being in the coveted 18-49 year of age demo. So, just to make this clear:
- Broadcasters need advertising money
- Broadcasters see attractive demographics in the users of DVRs
- Most DVR users are skipping the commercials and might not be watching the shows for up to a week after broadcast
- Advertisers don't want to pay for those non-watched commercials
- Nielsen says it can measure who's watching what commercials
- It can't
- Go back to Step 1 and repeat until you want to hammer a meat thermometer into your ear canal
1. thanks for this information
Posted at 6:42AM on Nov 6th 2006 by Jennie