It was one of the most odd press conferences ever held.
Nielsen, in the middle of announcing on Friday that it had flubbed the fall TV ratings because of a software glitch, took time out to attack a rival measurement firm.
The rival, Rentrak, never lets "the facts get in the way of a good press release," Nielsen's global president Steve Hasker said, bashing the strides its rival had said it made.
Rentrak just signed a deal with WPP's media buying arm, Group M, to provide set-top box data.
Rentrak also announced a plan to acquire another measurement firm, Kantar Media, this week, a deal that will land WPP a 16 percent stake.
Rentrak data is "not accredited" and the firm is not transparent about its methodology, Hasker said.
"They've been asked to stop using the phrase 'census-like data,' " said Hasker. "They have no demographic information and they can't measure digital or tablets."
Rentrak CEO Bill Livek returned fire. There is room for two companies in the TV measurement sector, just as there is more than one company in the credit score, ratings and soda business, Livek told The Post.
"There's Experian and Equifax, Moody's and S&P and Coke and Pepsi," he said.
"They're building samples, we're building big data," Livek added.
Rentrak, whose shareholders include Mark Cuban and Charlie Ergen's Dish, said it is in the process of winning accreditation and that Nielsen, which still collects local station viewing by paper diaries in some markets, had lost accreditation in some cases.
Anda sedang membaca artikel tentang
Rentrak’s methods lambasted by Nielsen
Dengan url
http://makananrasaenak.blogspot.com/2014/10/rentrakas-methods-lambasted-by-nielsen.html
Anda boleh menyebar luaskannya atau mengcopy paste-nya
Rentrak’s methods lambasted by Nielsen
namun jangan lupa untuk meletakkan link
Rentrak’s methods lambasted by Nielsen
sebagai sumbernya
0 komentar:
Posting Komentar