Nielsen / Jaan Elias, Ravi Dhar, Jon Iwata, K. Sudhir, Michael W. Kraus, Cydney H. Dupree, and Melanie Taub.

Format:

Book

Author/Creator:

Elias, Jaan, author.

Dhar, Ravi, author.

Iwata, Jon, author.

Sudhir, K., author.

Kraus, Michael W., author.

Dupree, Cydney H., author.

Taub, Melanie, author.

Series:

SAGE business cases.

SAGE business cases

Language:

English

Subjects (All):

Nielsen Media Research.

Strategic planning--Case studies.

Strategic planning.

Business planning--Case studies.

Business planning.

Organizational change--Case studies.

Organizational change.

Customer relations--Management--Case studies.

Customer relations.

Physical Description:

1 online resource.

Place of Publication:

London : Yale School of Management, 2022.

Language Note:

English.

Summary:

Nielsen has been measuring audiences since radio was the primary form of mass communication, and the company's data on the popularity of particular programs (ratings) have become the industry's standard. For more than 80 years, Nielsen ratings have determined the amount advertisers pay for hawking their wares during programs, determining which programs prosper and which are canceled. To be sure, the company has been criticized, generally by those entities whose programs lag in popularity and believe that "their" audience is not being determined properly. However, the company's measurements remain the primary instrument for describing viewership; so much so that the entertainment and advertising industries refer to Nielsen ratings as "currency."The events of 2020-21, however, challenged Nielsen's audience measurement business as it had never been challenged before. The Covid pandemic meant that Nielsen's field force could no longer visit the homes of current and prospective panelists. Machines were not serviced, and the panel could not be refreshed according to plan. Nielsen itself acknowledged that the ratings it was reporting might no longer be representative of the actual audience. Though major advertisers and networks continued to use Nielsen numbers to set ad rates, the Media Rating Council (MRC), a body constituted by the government to oversee ratings, suspended Nielsen's accreditation for the first time since its founding. Nielsen must now adapt and change methodology to regain accreditation and stable profit.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-5296-2196-8

9781529621969

OCLC:

1362534004