New Nielsen Data Streams Show Strange Anomalies

Now that Nielsen has begun adding DVR data into its ratings, a strange occurrence has caused confusion among clients: some ratings and demographics are actually declining when the DVR data is added back into live ratings, Mediapost writes. Two explanations have surfaced. Nielsen has reminded clients that the live ratings have included estimates for VCR audiences for about 20 years. The math created by Nielsen to calculate VCR audiences was designed only for its live ratings stream. When applied to the samples in its new DVR data streams, the VCR math changes the numerator and denominator, yielding "aberrations," the company has said. Nielsen is still trying to understand all the ramifications of the new data streams, but any aberrations should diminish as the DVR sample grows.