VIACA - WarnerMedia working on Nielsen rating alternative - Variety

WarnerMedia (T -1%) intends to launch its own audience-measurement data operation next year, Variety reports - the latest big chip in the castle that is Nielsen Holdings' (NLSN -3.3%) multi-decade TV ratings business dominance. Warner hopes to deal some deals based on its measurement efforts in the 2022 upfront sales presentations, according to the report. It's talking to 10-15 different measurement vendors with expectations it can test possibilities in the first quarter of 2022. "There has got to be a better alternative in measurement solutions," says WarnerMedia's data/research chief Andrea Zapata to Variety. In the meantime it's also in talks with Nielsen about a renewal of the current measurement deal: “Nielsen has our past. They are definitely a part of our business as usual ... They can earn a place in our future.” The move comes as measurement of HBO Max (both subscription-based and ad-supported versions) becomes increasingly important ahead

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WarnerMedia working on Nielsen rating alternative - Variety