Nielsen’s proposed Total Content Ratings has made headlines the last couple months, with many casting doubt on its methodology. With Total Content Ratings, Nielsen promises cross-platform TV ratings, but so far, TCR does not measure viewership of commercials, which lessens its value to some advertisers and agencies. TCR is basically a version of existing program ratings that will include the viewing taking place traditional TV schedules and screens.
The industry has been calling for Nielsen to offer syndicated measurement that shows how audiences are viewing content on all screens, but some think, at least for now, TCR won’t mean much for many advertisers and agencies.
“Top agency executives are more interested in getting to a cross-platform rating of commercial impressions than Nielsen’s push for all-encompassing program ratings,” according to Ad Age. “The industry must decide how it values ads across platforms, for one, and whether every ad vehicle should be treated the same.”