NBCUniversal has publicly criticized Nielsen for what it describes as inaccurate audience measurement metrics that undervalue television companies, a rare move against the longstanding industry ratings provider. The dispute comes after Nielsen postponed a planned update to its monthly Gauge report, which estimates TV viewing shares and had integrated new data from the Advertising Research Foundation (ARF) intended to raise reported viewership figures for broadcast and cable networks, at least in the short term.

Nielsen delayed the Gauge update last month following objections from streaming companies concerned about preliminary data suggesting declines in their viewership. The report, initially expected to show traditional TV outperforming streaming in February after nine months of opposite trends, was canceled altogether. Instead, Nielsen issued a February Gauge using its older methodology that placed streaming well ahead of traditional television in total viewing.

Mark Marshall, chairman of global advertising and partnerships at NBCUniversal, criticized Nielsen’s approach, asserting that it overstates streaming’s audience while understating traditional TV’s reach. This, he argued, harms the ability of TV networks to command advertising revenue and ultimately depresses their market valuations. “If revenue is understated due to incorrect measurement, valuations of these media companies are being impacted,” Marshall said. He further noted that such distortions could influence employment and prompt media companies to pursue mergers and acquisitions to stay competitive.

Nielsen responded by emphasizing that the Gauge report is not the industry standard for ad negotiations, which typically rely on Nielsen’s Big Data + Panel service. This core measurement system has already incorporated ARF’s methodology since January. However, Marshall and other media executives expressed frustration that discrepancies between the Gauge and Big Data + Panel reports create confusion among marketers and clients, particularly as key advertising sales events approach.

The Gauge gained prominence last year when it first reported that streaming services surpassed broadcast and cable viewing in May 2025, marking a significant shift in viewing habits. According to Nielsen data, YouTube has remained the top video provider on U.S. TV sets since February 2025. NBCUniversal pointed out that its networks, combined with recently spun-off channels now under its Versant unit, collectively exceeded YouTube’s share during high-profile broadcasts such as the Super Bowl and Winter Olympics this February.

NBCUniversal calls on Nielsen to harmonize its various measurement products so that they better reflect ARF’s viewership estimates and align more closely with NBCUniversal’s own internal data. While Nielsen acknowledged that customer data often differ and asserted it is working toward consistency, the company defended its decision to delay the Gauge update as a way to avoid market disruption.

The ongoing disagreement underscores tensions in the evolving media landscape between legacy broadcasters and the growing dominance of streaming platforms, highlighting the critical role of audience measurement in shaping advertising strategies and corporate valuations.