If after you left Nielsen and became a decision maker for a TV station, streaming service, advertiser or other company, would you buy Nielsen's data/currency, or would you decide to buy data from Comscore, TVision, or a different company instead?
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Are we allowed to make a pact that once we are laid off at Nielsen, we will never buy anything from Nielsen no matter what? Why support such a tu-d company?
I would never buy Nielsen data. I think Nielsen data is inaccurate due to ratings fraud because some managers encourage reps to falsify demographics or other types of metrics to get a better sample on paper.
The question is will an ad buyer agree to pricing based on other data sources? If the answer is yes you go with the lower cost. Nielsen had a monopoly on that data for decades and blew it for short-term MBA gains.
Well, I sold it for almost 2 decades so not sure if I'd buy it nowadays or not but one thing is for sure...I'd get a great deal. Lol. We used to pull rates out of our bung holes. No real rhyme or reason. There were a few different pricing models (ex: based on % of TV spend or things of that nature), but they were all just really whatever Nielsen thought the market would bear. Uggh, I'm getting bad flashbacks of negotiating contracts. Time to stop. lol