NYTimes: NBC's Harbert Just Can't Wait For Nielsen
By BRIAN STELTER
The
chairman of NBC Broadcasting, Ted Harbert, challenged the television
industry on Monday to rethink its ratings measurements and criticized
the Nielsen Company for being ineffectual in the face of technological
advances.
“So the first issue that deserves a lot of discussion is
cross platform measurement. We must be able to measure consumer
behavior, and that means measuring the viewer-slash-user no matter what
screen they’re in front of. Frankly, it didn’t matter that much before because the numbers were so small. But obviously that’s changed.
Last
year I complained about how my kids watch TV. But now, I am them. I
caved. I’ll watch TV on my iPhone. (But I’m drawing the line on my
watch.) And marketers want to know how many people watch across all
platforms; how they respond to what they watch; and what do they do
while they’re watching.
You want these answers, and for the amount
of money you’re spending, you deserve to get them. We’re participating
in many initiatives to try and crack the measurement code because we
just can’t wait — and wait some more — for Nielsen to do it. We’ll share
what we learn, and we want your input and participation.”
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