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Nielsen Again Warns About Covidviurs Period Ratings Usage

davideduardo

davideduardo

Moderator/Administrator
Staff member
Part of release from Nielsen:

[FONT=&quot]Given the anomalous nature of audience behavior during the COVID-19 Public Health Emergency, it is Nielsen's position that future buying and planning decisions for periods that fall outside the COVID-19 crisis should not be made using COVID-19 impacted audience estimates.[/FONT][FONT=&quot][/FONT]

In other words, they say that ad buys in the future should not do multi-book averaging using these pandemic affected months.

We know that agencies buy off multi-book averages, often as long as 6 books. Nielsen is saying that the pandemic months should not be included in such decisions.
 
As I said in my other post, remind me why I need Nielsen when they're telling me up front not to use their numbers in my sales planning?

They should be offering radio stations discounts in their plan. Otherwise, companies would be wise to cancel for now.
 
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