CNBC Switches from Nielsen to Cogent; Notes 'Limitations' of Ratings Measurement (CMCSA) (NLSN)

CNBC thinks enough is enough.

According to the WSJ, the noted news network and unit of Comcast's (Nasdaq: CMCSA) NBCUniversal will stop using Nielsen (NYSE: NLSN) to measure its daytime audience.

CNBC believes Nielsen fails to take into account out of home viewing of its daytime broadcasts, which includes places like offices and airports.

Instead, CNBC will begin using Cogent to measure such metrics.

Nielsen last reported that CNBC had an average daytime viewership of 177,000 from 9:30am to 5pm, down 17 percent from 2004 and 13 percent from 2013. It was the lowest recorded year since 1995.

“Nielsen has never measured us accurately,” said CNBC President Mark Hoffman. “If we can’t count the people the right way we can’t get paid the right way.”

Nielsen wrote to NBCUniversal last month: To the extent that CNBC’s daytime audiences draw heavily from people watching outside the home, our ratings data would not be reflective of that viewing. The firm will continue to measure CNBC's evening programs.

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