Last year’s upfront generated more than $8 billion in revenue for ABC, CBS, Fox, NBC and The CW.īut TV ad revenue has been stagnant, falling 0.6 percent last year to $79 billion – and digital ads are on track to surpass that figure for the first time this year.Īnd it doesn’t help that the industry can’t agree on how many people are watching its programming, particularly in individual local markets. If true, that could mean tens of millions of dollars in lost ad revenue.Īnd ad revenue is Topic A in corner suites as the broadcast business enters another round of upfront negotiations this spring to sell bulk ad time.
But the network claims at least 800,000 more viewers are watching, particularly via streaming on computers, tablets and mobile devices that’s proven harder for Nielsen to measure.
This season, the thriller has averaged about 7.5 million viewers the night it airs, with another 5.1 million watching later on DVRs. “Blindspot,” NBC’s freshman drama about a mysterious tattooed woman, has performed well according to traditional Nielsen measures.Īlso Read: Nielsen, ComScore Spar at Awkward TV Ratings Summit Panel Networks charge that some shows are seriously under-counted as a result. In addition to set-top boxes, in smaller markets the company still relies on those fabled paper TV diaries of select “Nielsen families.” And they insist that Nielsen is under-counting their true audiences by adhering to its continued focus on age and gender as well as its old ways of tabulating viewership. Broadcasters and cable channels are struggling in the new TV economy, scrounging for every last viewer. In a wildly fragmented media landscape, millions of viewers now watch on-demand programming on their computers and phones, and Nielsen is crunching data over three- and seven-day periods and longer.Īnd yet the networks are still not satisfied. Little wonder, then, that the tension was high at a New York trade show earlier this month when top Nielsen executive Kelly Abcarian found herself on stage with comScore’s chief product officer Manish Bhatia.Īfter a tense exchange over whose system worked better, Bhatia alluded to a guideline that members of the media-measurement trade association “embrace” each other, and he jokingly asked her for a hug.Īlso Read: ESPN Research Boss Fires Shot at Nielsen During TV Ratings ConferenceĪ lot has changed since TV executives woke up every day to the “overnights,” which provided early-morning results for the previous night’s prime-time shows. Television networks have long sought an alternative to the monopoly power of Nielsen, but while they embrace comScore as a challenger, they are unsure it can deliver on its promise to broaden their audiences.Īlso Read: How Nielsen Has Built a TV Ratings Monopoly Nearly as Old as TV
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The company that wins a heated debate over how to count viewers in the age of DVRs, streaming and ad-blockers will wield enormous power among advertisers and an ever-widening pool of television programmers. A battle is raging for the future of the television business as Nielsen, the standard-bearer for measuring audiences for 66 years, faces down a challenge from comScore, a data upstart that hopes to rule ratings in the digital age.Īt stake is billions of dollars of TV and digital advertising.
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