Count this one as a win for Comcast (Nasdaq: CMCSA), but don't look for Verizon (NYSE: VZ) to amend its claim that its FiOS TV offers the "No. 1 HD Picture Quality" anytime soon... if at all.
The National Ad Division on the Council of Better Business Bureaus, following a complaint from Comcast, suggested the telco stop saying its Internet TV service offers the best quality of any of its competitors.
The tempest in a teapot involves research conducted by ChangeWave Research which asked a panel of consumers to rate HD picture quality. At issue is the fact that the panel didn't actually conduct a comparison rating, per se, but were simply asked to rate the picture quality they received from their own service provider.
Verizon, essentially shrugging its corporate shoulders, said it would "consider NAD's recommendations in any future ‘Rated #1 in HD Picture Quality' claim," but added "FiOS TV customers love rating our HD picture quality higher than competitors' customers, and we like their input."
The group can only make suggestions; it has no enforcement arm.
It's not the first time Verizon and Comcast have spatted. In September the telco complained to the NAD about Comcast's claim that its Xfinity service offered the best HD picture quality, fastest Internet available and was No. 1 in call clarity.
After the NAD reprimanded Comcast, the cableco shrugged its shoulders, and said it would consider it in its next ad campaign.
- see this MCN article
Verizon targeted over FiOS TV ad claims
Verizon was sued by cable TV providers earlier this year
Verizon added 233,000 FiOS TV customers in the third quarter