Video Advertising Bureau Claims Nielsen's Big Data + Panel is "Unpredictable"

The Video Advertising Bureau (VAB), a long-time critic of audience ratings company Nielsen, has issued a report comparing Nielsen's new Big Data + Panel measurements with its legacy Panel Only ratings over a month-long period. The report says that almost half of television hours in that period had a 20% higher or lower rating in the new system than in the old system, making the new system "unpredictable." Nielsen says the report has "incorrectly pulled [the] data," making its conclusions "seriously flawed and manipulated."