Nielsen warns networks against mixing metrics with outside data

Already in the midst of large-scale changes for the new television season, Nielsen issued a reminder to networks that could have significant impacts during a frenetic upcoming sports calendar.

The measurement agency told networks that “mixing internal or third-party data with Nielsen metrics to make comparative statements in the press is not permissible.”

While that’s not a new Nielsen rule, networks have still done that to varying degrees for years when issuing viewership reports regarding their live sports programming. NBC, most notably, has regularly used its Total Audience Delivery (TAD) figures, which combine Nielsen’s Big Data + Panel measurements with digital data from Abobe Analytics.

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