One of the biggest news headlines seen in print and digital publications this week has placed a magnifying glass on Nielsen data that show total broadcast viewing dipping by 3.6% in July 2023, to just 20% of all TV viewing — representing a new low.
Now, the TVB is challenging the widely disseminated findings in “The Gauge” by stating it simply lacks “the key data needed by advertisers” for them to fairly finalize their media buying and planning activities.
