An issue with the now-withdrawn PwC study for Facebook -- My Screen, Video consumption in Australia -- was the choice of data available from Nielsen which was widely used as a source in the report.
The report was flagged as an effort to provide clarity on how video is consumed by Australian audiences.
Facebook positioned the report to support the argument that changes to the way Australians consume video suggest it’s also time to change media planning and buying.
But the report, which used a range of sources, was pulled last week over issues with one part of the data.
These issues were not specified but it is now apparent that some of the Nielsen data selected by PwC for the report was about text usage and not video.
When the report was released, the TV industry was quick to say "the numbers have been used to inflate, some to hide and others to completely bury the real story about video consumption".
However, Ben Shepherd, now the chief media officer at CHE Proximity, who wrote the PwC report for Facebook when he was at PwC as director, management consulting, stands by the results.
"The allegations that the data contained within the My Screen report is 'dodgy' or inflated or made up is absolutely incorrect," he writes on LinkedIn.
"As someone who has spent the better part of two decades advising clients on how to invest their money wisely and worked hard to push debate around transparency of fees, inventory, contracts and governance I find the assertion disrespectful.
"The tools used were correct and the issue was reproduction rights not incorrect usage. So much for wanting an informed market."
Today Monique Perry, Nielsen Managing Director Media & Sports Australia, says the Nielsen team has been working to support PwC in the review process to apply Digital Content Ratings video measurement data and comparable text data.
Nielsen allows clients to release limited excerpts of its syndicated data. Perry says: "To ensure the accuracy and transparency of any statements that use our data, Nielsen provides sourcing guidelines to both support clients pulling reports and allow for other clients to replicate statements made within user interfaces. All publications using Nielsen data contractually must go through this process."
The Nielsen data used in the report was from February 2019. The data forms the basis of figure 4 on page 9 of the report.
The data is accurate but the data only relates to text. The chart was the now withdrawn report:
The reissued tables are below. Entities are listed in alphabetical order and report February 2019 Digital Content Ratings unique audiences for accessing text and video content, as well as the average time spent figures for audiences accessing video content.
Nielsen Digital Content Ratings (TEXT) - the measurement of Australians reading content.
Nielsen Digital Content Ratings (VIDEO) - the measurement of Australians watching video content.
Shepherd says he stands by the report.
"If the industry wants robust and transparent debate then it needs to hear all sides and not throttle the distribution of information that provides clarity," he says.
"My view and PwC’s view was, and remains that, marketers needed a broad view and a broad collection of data to be more informed. This is a view I 100% stand by. TV absolutely is a channel marketers need to be invested in. The report backs this 100% and encourages advertisers and marketers to be prudent, diligent and do their research before they invest.
"It’s a shame this whole piece of work turned into a bloody one-sided boxing match before it even had a chance to be read properly. Ultimately, the report once it is re-released next week deserves to be read and the readers craft their own views. And I am confident it will be.
"If we all want balanced, informed debate then surely we can allow this."
PwC also stands by the report.
"We stand by the methodology used in the analysis and the importance of this research. We are currently validating a very small subset of industry sourced data and the report will be reissued once resolved," a spokesman said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.