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Nielsen Cautions Us Again about Using Coronavirus Era Ratings

davideduardo

davideduardo

Moderator/Administrator
Staff member
From Nielsen today:

[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]

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.

Nielsen is saying here that the data obtained since March is not typical and should not be used for decision making outside the pandemic period.
 
This begs the question, though, that if the pandemic is with us for another year or two (which is looking more and more likely everyday), when will Nielsen and other rating agencies just recognize this as the new normal and adjust appropriately?
 
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