At Nielsen, we take pride in providing the market with transparent metrics that our clients can use to transact with confidence.
Earlier this week, we communicated a delay to our plans to integrate out-of-home audiences into the national TV currency this fall. Our concern was about consumer behavior, and not the Nielsen methodology. While out-of-home audiences have been impacted by the norel coronavirus (COVID-19) pandemic, our methodology is strong and the data is reflective of consumer behavior.
That said, after speaking with many clients and learning more about your specific agreements for the upcoming season, it became clear that we had misunderstood the extent to which upfront deals have already been agreed to using out-of-home metrics. Given the circumstances, we recognize that a delay would cause greater disruption to the industry than maintaining our original plan. I also believe Nielsen needs to deliver on our promises, so that you can transact with trust and confidence. Therefore, Nielsen will move forward with the integration of out-of-home TV viewing into the national TV currency measurement starting in September 2020, as originally planned. We will also provide additional data on out-of-home behavior to help you interpret behavior shifts during the pandemic.
We regret any disruption we may have caused you, your customers and the market this week. Going forward, we are committed to ensuring a more complete, inclusive, and transparent process as the currency evolves with changing consumer behavior.
CEO and Chief Diversity Officer
Gorki De Los Santos