If Nielsen isn’t going to do a good enough job accurately measuring TV to satisfy NBCUniversal, the conglomerate isn’t about to stand idly by. Yaccarino cited NBCU’s move last October to take CNBC Business Day off of Nielsen as an example of the industry not having to fear negative repercussions.“Nothing bad happened,” Yaccarino noted. “The sky didn’t fall. The network didn’t go off the air. In fact, marketers love that they’ve finally got an accurate picture of their audience. And there’s no reason we can’t do that across our entire industry.”
Source: NBCUniversal Ad Sales Chief Slams Nielsen for TV Measurement Problems | Variety