Computer Glitch Caused System to Under Count Time Spent By 22%NEW YORK (AdAge.com) -- The Nielsen Co. disclosed today it has been undercounting traffic to websites -- for at least the last three months -- due to a flaw in its system that failed to recognize long internet addresses, underestimating "time spent" on the internet and especially social-media sites.
On line metrics can be a tricky subject, as this news proves. Nielsen is generally very reliabe in measuring off line data. Maybe on line metrics was yet a bridge too far? Accountability with unreliable metrics will be a problem. The reaction of Nielsen is very good. Admit the problem, adress the problem, solve it and keep communicating with the audience. This issue will be temporarely dominate the agenda, bu I suspect it will not ave a ling term influence on Nielsen business..
Nielsen admits undercounting web traffic
