Nielsen to Delay Total Audience Report Rollout

Metric was shredded by NBC’s Ad Sales boss in a letter last month

Last Updated: January 5, 2017 @ 3:04 PM

Nielsen will delay the rollout of its Total Audience Report for TV ratings, TheWrap has learned.

The attempt to have one data point accurately count all television viewing across a variety of platforms was supposed to be released to clients on March 1. Not anymore.

Last month, NBCUniversal Ad Sales boss Linda Yaccarino ripped the new product in a scathing letter, which pointed out all the problems with the catch-all measurement system. She argued that Total Content Ratings (TCR) was a nice idea, but not ready. Evidently, Nielsen agreed. Or at least, the TV ratings currency company relented to a top client.

Nielsen did not immediately respond to TheWrap’s request for comment on the change of heart.

Since Yaccarino’s letter made waves, ongoing conversations between Nielsen and some of its most-valued clients became much more serious, according to one person with knowledge of such discussions. Agencies were set to start getting data for any network that had signed on beginning Jan. 1. It’s no secret within the industry that Yaccarino’s NBC did not ink its name on the dotted line.

At the time, Yaccarino expressed “deep concerns” about the system. She said TCR’s “premature release is irresponsible,” adding that the system is “bad, inaccurate and misleading.”

But how do you really feel, Linda? Here’s a snapshot of her top gripes:

ly-letter

Variety first reported Thursday’s news of the TCR delay.