By Colin Mann The National Association of Broadcasters (NAB) is seeking a delay to the proposed implementation by research firm Nielsen of local television measurement methods that take into account viewing other platforms until the methodology and technology can be fully tested in the marketplace. The new methodology would act do determine advertising rates in the US’s local television markets. Supported by its Committee on Local Television Audience Measurement (COLTAM), the NAB passed a resolution that reads as follows: Whereas: Nielsen has proposed releasing a new “hybrid” measurement later this year that would serve as “currency” for determining advertising rates in local broadcast television markets, and; Whereas: Nielsen is also adding “broadband-only homes” into the local TV market samples, thus reducing the number of “traditional” TV homes in the Nielsen sample, and; Whereas: The impact of both of these new measurements could understate actual viewership of local television stations, and; Whereas: It is in the best interest of everyone to have the most accurate research measurement; Therefore, the Committee on Local Television Audience Measurement (COLTAM) and the National Association of Broadcasters (NAB) Television Board of Directors resolves that: Nielsen delay implementation of hybrid measurement, methodology and technology until it can be fully tested in the marketplace, and Nielsen increase its sample size in local TV markets to make “broadband-only homes” additive to its samples beyond 2014. Source: Article
