CNBC is just one of the latest TV networks to lose interest in Nielsen measurement.

After botched on-air ratings last fall and inadequate streaming plans (Netflix’s Ted Sarandos called Nielsen’s form of ratings an “irrelevant measure of success”), the ratings company has seen more than its usual share of complaints in the last year or two.

CNBC’s Business Day is now walking away from the ratings giant, announcing that by the end of the year it will rely on Cogent Reports for its data, a research company that provides information to the financial and investment community, measuring the effectiveness of on-air ad campaigns.

NBC’s ad sales department feels that CNBC, more than most networks, have been under-represented through the Nielsen model. NBCU’s cable net is turning to Cogent Reports because of its ability to take into account the out-of-home arena that Nielsen ignores, a segment of viewing especially important for the financial network often seen on TVs not in the living room.

“Throughout our 25-year history, traditional measurement companies have struggled to capture CNBC’s audience of business executives, decision makers and affluent investors who watch our network from their corner offices, trading floors, five-star hotel rooms, country clubs, restaurants and health clubs,” CNBC president Mark Hoffman said in a statement.

Read more at The Hollywood Reporter.

Brief Take: CNBC isn’t the only one looking for alternative ways to measure advertiser and ratings success - many in live and streaming television continue to doubt Nielsen’s effectiveness in the ever-changing world of TV Everywhere.

[Image courtesy of CNBC]

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