Nielsen is changing the rules for sharing data ahead of the release of its Total Content Ratings product.
According to Adweek, the product will now allow publishers to share their own data externally, but not the data of competitors. In addition, Nielsen has changed the release schedule for all Total Content Ratings data, which will now have a limited commercial release on March 1.
News about the changes to the TCR product and release date come after the new measurement product has come under fire from various broadcasters and programmers.
Nielsen earlier this month revealed that it would alter the way it shares data.
“At the behest of our television network clients, we have modified the way in which we will be sharing data during the agency evaluation period, which begins in January,” Nielsen said in a statement obtained by Variety. “We will be making certain reports available to agencies based on our clients and where they are in terms of implementation. These reports will evolve as more clients come online. This will allow media clients to customize the data they wish to share, whether it be to focus on particular platforms, programs or demographics. This decision is not based on any methodological issues, but rather, client readiness and their need to further evaluate data.”
Parts of Nielsen’s new Total Audience framework, like Digital Content Ratings, Total Ad Ratings, Out of Home, C3 data and OTT data are already up and running, but TCR will take a little longer.
The changes come after late last year NBC reportedly sent a letter to the ratings firm to point out the broadcaster’s concerns with the product.
According to The Wall Street Journal, Linda Yaccarino, chairman of advertising sales at NBCUniversal, expressed “deep concerns” over what she called an “incomplete and inconsistent” Total Content Ratings product. She pointed toward the product’s limited involvement from pay-TV operators and incomplete OTT measurement, which currently excludes services like Hulu, which is part-owned by NBC.