The End for Nielsen’s Paper-based TV Diaries
Nielsen has set out plans to introduce all-electronic measurement for local TV ratings across all 210 of the USA’s designated market areas (DMAs) by mid-2017 – and to stop using paper-based TV diaries early the following year.
In January, Nielsen discontinued using paper diaries to collect demographic data in 31 mid-size US TV markets, replacing them with its new ‘Viewer Assignment’ method. As part of its latest plan, the company will incorporate return path data from set-top boxes, panel data and other electronic measurement into local services, including the 140 markets currently measured by paper-based TV diaries. The firm says this enhanced measurement service will provide actionable audience estimates, enabling precise buying of person-level data. For the 210 DMAs, the new service will bring measurement on a daily, weekly or monthly basis, 365 days a year. ….
…..Read on at MrWeb
Originally posted at MrWeb
15th September 2016