Nielsen is facing mounting calls to deliver on promises to measure viewership across all platforms as the television industry continues to evolve faster than the traditional ratings giant.

Frustration with Nielsen is, of course, nothing new among television insiders. But that frustration could quickly be reaching a tipping point, according to an extensive examination of Nielsen in Ad Age on Monday.

“Nothing they have showed me gives me confidence in what they can do in the future,” one industry analyst is quoted as saying.

With live TV viewership continuing to decline, the industry faces an ever-growing need for an accurate picture of who is watching on mobile, smart TVs and streaming platforms.

Yet Nielsen’s recently announced expansion into over-the-top measurement won’t include original programming like House of Cards or Orange is the New Black.

Mobile ratings won’t be available until mid- to late-2015, either, according to the magazine.

The research giant also comes up short in the out-of-home measurement category—all of which adds up to gaping holes in Nielsen’s numbers and offerings.

For its part, Nielsen is promising to “get out of its own way” and “do a better job of communicating” to clients and the public.

The company is also talking about expanding its famous panel to include around 100,000 households, up from 22,300.

Read More: Ad Age

Brief Take: Frustration with Nielsen is nothing new, but with increased fragmentation and a marked decline in live TV viewership, the industry needs new and better data to take it into the future.

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