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Inside Move: Nielsen spanks Peacock

Net gets letters concerning promo content, review

Nielsen Media Research has slapped NBC on the wrist twice in recent weeks for not adhering to the ratings org’s marketing guidelines.

In a July 1 letter to Peacock research prexy Alan Wurtzel, Nielsen took issue with a spot that ran during NBC’s coverage of the NBA Western Conference Championships. The promo claimed, among other things, that the Peacock was No. 1 in daytime and aired the No. 1 drama.

Nielsen said the spots, which NBC didn’t send to Nielsen for review, didn’t pass muster per a pact the org’s sealed with the nets made earlier this year.

Under that agreement, the nets said they would proclaim they’re No. 1 only when it applies to total viewers and drop claims relating to specific demos (such as adults 18-49). Nets also promised to run promos by Nielsen for review and approval.

In a separate letter, sent July 11, Nielsen also took NBC to task for a “Dog Eat Dog” promo, which the ratings agency said included correct info (“No. 1 hit of the summer”), but was not sent in for review.

“Normally they’re pretty good at running these ads by us, particularly now that we have an agreement as to what No. 1 means,” said Nielsen spokesman Jack Loftus. “In these two instances it slipped through the cracks.”

Nielsen’s promo clearinghouse policy went into effect after ongoing complaints that the nets were stretching the truth in their various promos.

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