VAB Claims Nielsen Has Been Undercounting TV Usage Since Pandemic Began

As crucial field agents servicing Nielsen’s TV panel stopped entering homes during the now year-long COVID-19 pandemic, the TV advertising trade group VAB says there has been sharp “undercounting of overall TV use.”

“This really should have been avoided,” says Sean Cunningham, president-CEO of the VAB, in a Thursday press conference.
VAB members were pushing Nielsen to have agents return to servicing the TV panel three months after the pandemic began. Cunningham: “TV networks were urging Nielsen to get back into homes to protect the sample in the summer [2020].”

SOURCE: Wayne Friedman, MediaPost

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