After years of complaining that Nielsen did not properly measure the daytime viewers of CNBC’s business news, Comcast’s NBCUniversal is turning to a different research company for audience numbers.
The move comes at a time when Nielsen is under pressure from the TV business. In addition to complaints about accuracy and mistakes, like a glitch that resulted in early season primetime ratings needing to be restated, programmers and advertisers want non-traditional viewership counted. Nielsen has struggled to come up with a way to measure out of home audiences and it is only slowly managing to count mobile viewing.
For CNBC, financial executives and traders in offices are an important part of its daytime audience.
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