"The report The VAB looked at audience data spanning 33 broadcast and cable networks and six demographic audiences - specifically, HH (households), P2+ (persons over the age of 2), P18-34, P18-49, P25-54 and P55+ - as captured over a four week period from September 15 through October 12. According to the VAB, the data suggests that between 48% and 58% of total hours during that time had over a 20% audience variance across several key buying demographics."
"When asked for comment, a Nielsen spokesperson had this to say: "This report is seriously flawed and manipulated. From what we have seen, the VAB incorrectly pulled our data and the bureau does not know how to do a proper ratings analysis." The report The VAB looked at audience data spanning 33 broadcast and cable networks and six demographic audiences - specifically, HH (households), P2+ (persons over the age of 2), P18-34, P18-49, P25-54 and P55+ - as captured over a four week period from September 15 through October 12."
Nielsen replaced its legacy panel-only TV ratings with a Big Data + Panel (BD+P) product. The Video Advertising Bureau compared BD+P with Panel Only across 33 broadcast and cable networks and six demographic groups over a four-week period from September 15 to October 12. The VAB's analysis found that 48–58% of total hours had audience variances exceeding 20% across key buying demographics. Variance was most extreme among adults 18–34, with almost one third of hours varying by 50% and one in ten varying by at least 75%. Nielsen called the analysis flawed and challenged the data handling.
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