TVB Response to Nielsen Gauge and Media Distributor Gauge Reports: Still Not the Whole Story – Making Reports Irrelevant to Marketers!
May 14 2024 - 3:58PM
Business Wire
TVB (www.tvb.org), the trade association of America’s local
broadcast television industry, today issued this statement in
response to Nielsen’s Gauge Reports:
The monthly Nielsen Gauge and new Media Distributor Gauge
reports provide an analysis of the content and programming that
audiences are watching on television, including broadcast, cable,
and streaming platforms. However, these reports do not provide the
key data needed by advertisers: Where do consumers see their
commercials?
“The Gauge reports combine all video platforms in one analysis –
without separating ad-supported viewing from non-ad supported
viewing – which misleads marketers into thinking their commercials
can reach significantly more streaming viewers than is possible or
the reality,” said Steve Lanzano, TVB CEO and President.
“Advertisers’ commercials are only available on ad-supported
video platforms. When viewing of ad-supported platforms is analyzed
alone, the results are very different from what is shown in the
Gauge reports because a large number of streaming viewers do not
receive ads. Advertisers need these facts when considering video
media investments.”
Members of the media interested in speaking with TVB’s Chief
Research Officer, Hadassa Gerber, may contact TVB media relations
at tvb@jcir.com or 212-835-8500.
About TVB
TVB is the not-for-profit trade association representing
America’s local broadcast television industry, including linear and
digital platforms. Its members include the U.S. television
stations, television broadcast groups, advertising sales reps,
syndicators, international broadcasters, and associate members. TVB
actively promotes local media marketing solutions to the
advertising community and works to develop advertising dollars for
the medium’s multiple platforms, including on-air, online, and
mobile. TVB provides a diverse variety of tools and resources,
including its website, to support its members and to help
advertisers make the best use of local ad dollars. For more
information, visit www.tvb.org.
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Jennifer Neuman JCIR tvb@jcir.com 212.835.8500