The Media Score Council stripped Nielsen of its Nationwide TV rankings accreditation Wednesday and formally denied its request for a hiatus after the measurement big underreported viewers in the course of the pandemic.

Nielsen requested the MRC final month to place its accreditation on maintain with a view to handle points with its panels and deal with the event of Nielsen ONE, its media measurement forex throughout linear, CTV, cellular and desktop, which is predicted to launch starting in This fall 2022.

“Whereas we’re disenchanted with this final result, the suspension is not going to influence the usability of our information,” a spokesman for Nielsen mentioned in an announcement. “We may even take the chance to deal with innovating our core merchandise and proceed to ship information that shoppers can depend on, finally creating a greater media future for the whole trade.”

The MRC additionally eliminated an current hiatus designation for Nielsen’s Native TV providers and as a substitute suspended that accreditation.

The MRC’s determination comes weeks after its TV Committee rejected Nielsen’s request for a short lived pause and voted to revoke its accreditation. Wednesday’s determination was in step with the committee’s suggestions, a spokesman for the MRC mentioned.

Nielsen CEO David Kenny mentioned on the corporate’s website that the MRC cited a number of areas that Nielsen wants to handle with a view to restore accreditation, reminiscent of fixing points with its panel measurement and upkeep and including transparency in its reporting. He added that Nielsen is working with the MRC to resolve the suspension

“We perceive and settle for the problems laid out – which is why we lately requested a hiatus in accreditation to handle them,” Kenny mentioned. “Actually, now we have already taken appreciable motion on these things.”

The MRC mentioned {that a} request for a hiatus have to be supplied to the company 30 days prematurely to ensure that it to take impact.

Nielsen, nevertheless, was knowledgeable on August 12 that it was dealing with a potential suspension by the MRC for its Nationwide TV rankings – the identical day the corporate introduced it was in search of a hiatus. The MRC instructed Nielsen on August 20 that its Native Individuals Meter and Native Set Meter Markets had been additionally dealing with suspension.

A hiatus can final six to 12 months, however by no means greater than a 12 months. Nielsen had been granted hiatuses for its Digital Advert Scores (DAR) in addition to Native TV starting late final 12 months.

DAR accreditation was briefly shelved after Fb pulled again on sharing its registration information with Nielsen to assign demographics to digital advert impressions, in accordance with one particular person acquainted with the matter who declined to be recognized. With its native rankings, Nielsen had points sustaining a high quality pattern measurement in native markets.

Nielsen’s determination so as to add broadband-only (BBO) properties to its panels in October 2021 was cited as the first cause for suspending its native TV accreditation.

“Based mostly on persevering with points with the Native Market providers, a few of which parallel these of the Nationwide Tv service, in addition to the board’s evaluation of Nielsen’s potential to appropriately combine BBO viewing at an area market degree presently, the board moreover suspended the accreditation for the Native Markets as effectively,” the MRC mentioned.

The hiatus interval for DAR, in the meantime, is about to finish later this month, “at which period we anticipate it to be reengaged within the accreditation course of,” an MRC spokesman instructed AdExchanger.

Nielsen plans on ready till the launch of Nielsen One to resubmit “the entire product for accreditation,” in accordance with two individuals acquainted with Nielsen.

The Video Promoting Bureau – a TV trade commerce group that referred to as on the MRC in July to droop Nielsen’s accreditation – claimed the underreporting value TV networks wherever from $468 million to $2.8 billion in nationwide TV advert income over 12 months.

“The undercounting was the apparent symptom of one thing that was very damaged, that they had been saying was unbroken,” VAB President and CEO Sean Cunningham instructed AdExchanger.

He added that the hiatus of DAR and native rankings additionally created a insecurity in Nielsen as a result of the measurement big had not made the mandatory fixes.

“That’s a part of the rationale why we weren’t enthusiastic in regards to the thought of granting them a hiatus nationally as a result of we didn’t have any actual precedent of conduct from them that granting a hiatus was the repair they wanted,” Cunningham mentioned. “We didn’t imagine that any actual progress was going to occur.”

Networks would nonetheless proceed to make use of Nielsen’s measurement providers with out the MRC’s stamp of approval. However an absence of accreditation additional erodes confidence in an organization that has lengthy been synonymous with conventional TV measurement.

The underreporting sparked requires an alternative choice to legacy TV currencies. As viewers devour content material throughout a number of gadgets, it requires options to measure how usually individuals view advertisements throughout linear, streaming and digital with a view to acquire a unified view into how advert spend performs.

Final week, competitor Comscore instructed AdExchanger that it requested to be audited by the MRC for each nationwide and native TV measurement accreditation – a transparent dig at Nielsen’s MRC disaccreditation for Nationwide TV rankings.

Many mentioned that the trade can also’t await Nielsen One to launch when rivals like Comscore and digital-first gamers reminiscent of VideoAmp and iSpot are in-market already.

“Billions of {dollars} are transacted every year based mostly on info supplied by viewers measurement providers,” mentioned VideoAmp Chief Measurability Officer Josh Chasin. “Advertisers anticipate and deserve that these providers meet the very best ranges of each transparency and operational excellence.”

NBCUniversal referred to as for “measurement independence” from Nielsen and urged the trade to make use of a number of measurement suppliers who use superior information and analytics slightly than the standard panel-based surveys the measurement big is understood for.

NBCU mentioned in an e-mail final week that it issued an RFP to greater than 50 measurement firms – together with Nielsen – for measurement options. NBCU mentioned it’s reviewing greater than 70 responses.

“Measurement innovation requires us to collaboratively discover our choices, consider a number of impartial yardsticks and develop the chances for our trade – as a result of that’s how we turn out to be impartial from our previous and interoperable for our future,” Kelly Abcarian, NBCU’s EVP of advert measurement and influence, mentioned Wednesday.

Nielsen, nevertheless, mentioned it will proceed to be the “forex of alternative” for media firms, advertisers and businesses even with out the MRC’s seal of approval.

“The vast majority of the trade will proceed to transact off of Nielsen’s metrics whatever the present MRC standing – it’s too engrained into the shopping for programs,” iSpot CEO Sean Muller mentioned. “Nevertheless, the MRC is doing its job with these strikes. What’s vital to acknowledge is that as issues shift to streaming extra quickly, there’s a nice want for a brand new forex or set of currencies.”