New York – Web Metrics are supposed to be more reliable than their analog equivalents, but the Nielsen Co. disclosed yesterday that it has been undercounting traffic to
websites for at least the last three months due to a flaw in its
system. According to Ad Age, the glitch in the system caused it to underestimate "time spent" on the internet and especially social-media sites.
It is said that Nielsen is still investigating both the cause and extent of the error, which affects Nielsen’s NetView service, but likely also VideoCensus,
MegaView Retail, MegaView Search, AdRelevance, WebRF services as well as
Nielsen will provide progress reports on its
investigation, and advises clients to not use the data until the
problems are fixed.