Board Thread:False Info and Speculative Discussion/@comment-24732895-20140910035928/@comment-4091815-20140912012840

Nielsen numbers set the prices. That is the determining factor. Networks don't set prices. The advertisers decide what they're willing to pay based on Nielsens. If the ratings come in lower than expected, money must be refunded to the advertiser. Neilsen is the stick by which all this is measured.