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The Chief of Viacom Says Nielsen Is Outdated

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First published on www.nytimes.com


Faced with ratings and advertising declines, the chief executive of Viacom criticized the television research firm Nielsen on Thursday for failing to keep pace with the way people watch TV.

Ratings for Viacom’s networks, which include MTV, Comedy Central and Nickelodeon, tumbled 15 percent during the quarter that ended in September, according to Nielsen data compiled by Bernstein Research. Those ratings challenges led Viacom’s domestic ad sales to decline 5 percent for the quarter, the company reported Thursday.

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