New Evidence Raises Serious Concerns About Nielsen’s BD+P Accuracy

Where can marketers find reliable, accountable audience measurement? Increasingly, not with Nielsen’s Big Data + Panel (BD+P).

Our latest analysis of one month of live BD+P data across 33 networks shows clear signs of instability - especially in the critical P18-34, P18-49 and P25-54 demos that drive the majority of TV trading. 

Taking a deeper dive into the NFL specifically exposes even more dramatic volatility. This report shows you why it matters.

You'll learn:

• How BD+P’s demo instability creates undercounting patterns that distort delivery
• The scale of variance across a mix of 33 networks (including broadcast networks, Spanish language networks, cable entertainment networks, cable sports networks, cable news networks and more)
• Why the NFL data, despite massive viewership, shows dramatic fluctuations
• How these inconsistencies impact guarantees, planning inputs, and valuation
• What this means for marketers relying on accurate, stable measurement

Why Download?

Get the data, visualizations, and real-world examples revealing why the current BD+P measurement may not be suitable as a trading currency. Learn what instability looks like in practice - and what it means for billions of guaranteed dollars across the marketplace.

Also available for download:

1. Full Appendix - 33 Network Analysis
2. Anonymized Look on How Currency Vendors See Key Audiences