Mobile Measurement Flaws Mean TV Leaves Money on the Table, WPP Chief Says
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WPP CEO Sorrell said Thursday morning that TV measurement on new platforms is lagging consumer habits, meaning media companies aren’t getting credit for mobile and other views.
“This is an issue that Nielsen is trying to wrestle with in the U.S.,” Mr. Sorrell said, speaking during an analysts’ call to discuss WPP’s first-quarter results. “There is considerable discontent among traditional media owners about the scope of measurement and pricing is affected by the inability of traditional measurement to capture all of the data. There are deficiences in the system, hence our investment in ComScore, which we want to make the global standard, and Rentrak, which looks at alternative ways. … It’s critical that media owners want to get the best possible ratings.”
TV sellers say they are dismayed by the slow rollout of Nielsen’s mobile-ratings system even as viewers move to mobile platforms quickly and traditional TV ratings decline. They are heading into an upfront selling period that many sales executives worry won’t improve much on last summer’s soft performance.
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