Nielsen Apologizes for Data Delays

Nielsen released a client communication today apologizing for the recent increase in data delays for its overnight ratings service. They blame the recent delays on three factors:

• Increased data volume from the Local People Meter markets
• Increased data volume from DVR usage
• Increased data volume from A/P Meter penetration

Nielsen made a big splashy announcement in June 2006 about how its finally joining the rest of us in this digital, high-tech world with its A2M2 (Anytime, Anywhere Media Measurement) announcement. They heralded all this fabulous new technology they were developing to measure media, announced that the top 25 markets would be LPM within three years and a new A/P Meter 3.0 in markets up to size 60 starting in 2008.

These were all very ambitious goals, but I wonder if Nielsen has gotten in a bit over its head. Not even two years from the date of the A2M2 announcement, with only 16 markets LPM (or currently undergoing the LPM transistion) and Nielsen is already admitting that they cannot handle the data overload.

However are they going to handle another 9 LPM markets, PLUS this new A/P Meter technology (you know, the new one that measures demos like a Local People Meter, but isn't a Local People Meter)? If Nielsen can't handle the data volume for DVR usage and high A/P Meter penetration now, however are they going to face a future when DVR and digital television is become ever more prevalent?