Nielsen’s recent approval to incorporate first-party data from media companies into its ratings measurements has prompted mixed reactions across the media landscape. The Media Rating Council (MRC) gave the green light for Nielsen to integrate data from streaming platforms alongside its traditional national panel data, a move the company hopes will deliver a more accurate representation of viewership across linear and digital platforms. While Nielsen’s CEO Karthik Rao hailed the decision as a “great affirmation of Nielsen’s ability to innovate,” some industry groups see this change as a potential advantage for select players, particularly early adopters like Amazon.
The MRC’s approval allows Nielsen’s ratings to include Amazon’s first-party data from its exclusive broadcasts of Thursday Night Football (TNF) on Prime Video. This is a significant win for Amazon after expressing concerns that Nielsen’s conventional panel alone was insufficient for capturing the full scope of TNF’s streaming audience. Nielsen reported an approximate 8% increase in TNF viewership with the new combined data approach, signaling to media and advertising stakeholders a potentially higher value for ad slots on digital platforms.
Divergent Opinions from Broadcasters and Trade Groups
However, not all Nielsen clients are celebrating. The Video Advertising Bureau (VAB), a trade group representing traditional TV broadcasters, voiced strong opposition. In a letter addressed to Nielsen, VAB President Sean Cunningham argued that using Amazon’s first-party data “benefits one Nielsen client” while disadvantaging others that rely on linear viewership. The VAB’s objections included concerns about discrepancies in Amazon’s audience metrics, notably, TNF’s reported co-viewing rates (where multiple people view from a single account) were higher than industry averages for other national sports telecasts.
While Nielsen defended its data, clarifying that discrepancies were minimal when comparing TNF’s viewership to other NFL games, the debate underscores the challenges of finding a standardized measure for both linear and streaming audiences. CBS Sports Chairman Sean McManus echoed these concerns, calling Nielsen’s methodology a deviation from the “impartial and unbiased” standards that networks expect from the company. McManus’ remarks reflect broader anxieties that differential measurement protocols for streaming could set a precedent, creating potential inconsistencies across the competitive landscape of sports broadcasting.
The NFL’s Perspective and the Future of Media Measurement
The NFL has maintained a neutral stance on the dispute, balancing its interests across multiple streaming and broadcast partners. Brian Rolapp, the NFL’s chief business and media officer, acknowledged the complexity of Nielsen’s task to keep pace with the industry’s shift toward streaming, calling for measurement standards that accurately reflect a rapidly evolving viewership environment. Rolapp’s comments indicate a degree of patience from content owners who see Nielsen’s Big Data+Panel approach as an evolving solution for the hybrid media landscape.
Despite resistance, the MRC’s endorsement of first-party data integration could catalyze a shift in how media companies measure and market their programming. Other networks like NBC and Fox have begun exploring options to incorporate first-party data into their ratings, especially for major live events. Advertisers, meanwhile, are taking notice of these developments as streaming gains market share, recognizing that measurement standards will be instrumental in assessing audience reach and engagement.
With Nielsen’s accreditation now renewed and MRC approval in hand, the next step for the company will be to establish broader support for its first-party data methodology. As other broadcasters consider adopting this system, the question remains: will first-party data integrations become a standard practice across networks, or will the debate over its fairness and accuracy push the industry to develop new measurement alternatives?
