On Tuesday shareholders of
Columbia
based
Arbitron voted overwhelming in favor of being acquired by
New York based
Nielsen,
combining the dominant
radio rating service with the dominant
television rating
service. If the deal passes muster with the antitrust cops, the
television guys
will win and HoCo will lose a major corporate headquarters. According to
this story by Gary Haber in the
Baltimore Business Journal the radio ratings company
“is one of the largest employers in
Howard
County. It employs about
860 people in the
Baltimore area, out of a
U.S.
workforce of about 1,000.”
The ratings business is struggling to keep up with tech
savvy consumers. In an article entitled “
The Nielsen Family is Dead” in
Wired,
Tom Vanderbilt writes that “Nielsen and others have been scrambling to generate a new kind
of TV rating, one that takes into account all of the activity that occurs on screens
other than a television.”
“Since the 1970s, television has been ruled by the Nielsen
Family—25,000 households whose TV habits collectively provide a statistical
snapshot of a nation’s viewing behavior. Over the years, the Nielsen rating has
been tweaked, but it still serves one fundamental purpose: to gauge how many
people are watching a given show on a conventional television set. But that’s
not how we watch any more. Hulu, Netflix, Apple TV, Amazon Prime, Roku, iTunes,
smartphone, tablet—none of these platforms or devices are reflected in the
Nielsen rating. (In February Nielsen announced that this fall it would finally
begin including Internet streaming to TV sets in its ratings.)”
Change may be
constant but it can also be unpredictable.