Analysis: CNBC's move could herald a new era of chaos in advertisers' efforts to make sense of TV

You wouldn’t think CNBC’s primetime fare is that much different from the stuff it airs during the day. “Shark Tank” and “The Profit” show people trying to start their own businesses at night while Becky Quick, Carl Quintanilla and Kelly Evans explore the markets during the day. Now the network is making the case that each set of shows requires its own yardstick.

In primetime, CNBC wants to let Nielsen measure its ability to woo audiences. Starting in the fourth quarter of 2015, however, the business-news network will no longer rely on Nielsen for the data it will use to negotiate with advertisers, a move reported previously by Adweek and The Wall Street Journal. Instead, it will turn to a company called Cogent Reports, which will survey financial professionals and affluent investors and the network will establish guarantees about how these types of viewers watch CNBC.http://variety.com/2015/tv/news/cnbcs-nielsen-defection-will-it-kill-media-measurement-or-just-make-a-scratch-1201393680/#