After Nielsen weathered severe backlash from networks following Thursday’s surprise announcement to delay its national out-of-home measurement rollout—scheduled for this fall—until at least early 2021, the company has reversed course.
This afternoon, Nielsen told networks it will go ahead with plans to integrate its OOH viewing data into the national TV currency this fall, which will provide roughly a 10% audience boost to many live sports and news events and, the networks hope, help drive up pricing in this year’s upfront marketplace.
A source confirmed that Nielsen has told multiple media companies of its decision to revert to the original fall timetable. Nielsen is expected to release a statement shortly announcing the decision.
UPDATE: In letter sent to Nielsen’s clients Friday afternoon, CEO David Kenny said after speaking with clients, “it became clear that we had…