NEWS7 January 2015

CNBC to abandon Nielsen’s daytime ratings

News North America

US — Financial news network CNBC is to stop using Nielsen for daytime ratings, switching instead to marketing and research firm Cogent.

CNBC and its parent company Comcast had, according to the Wall Street Journal, long complained that Nielsen was underreporting the size and wealth of its audience by failing to track out-of-home viewing in venues such as offices and airports.

“Nielsen has never measured us accurately,” said CNBC president Mark Hoffman. “If we can’t count the people the right way we can’t get paid the right way.”

In a letter last month to NBCUniversal, Nielsen apparently acknowledged the limitations of its ratings with regard to the proportion of daytime audiences watching outside the home. Nielsen will continue to measure CNBC’s evening programmes.