Nielsen To Deliver All-Electronic Measurement To Local TV Markets In 2017 And Retire Paper TV Diaries In 140 Local TV Markets
OREANDA-NEWS. September 15, 2016.
"By tapping into the strengths of Return Path Data and electronic measurement, and combining it with Nielsen's gold-standard panels and meters, we will be delivering a superior product to help all local clients address current challenges and be better positioned for future trends," said
Megan Clarken, President, Nielsen Product Leadership. "These enhancements are part of Nielsen's commitment to invest in and transform how local TV is measured in a cross-platform world across all screens and devices."
Nielsen will combine its currency-grade panel data with Return Path Data and other electronic measurement from millions of homes across multiple providers to provide the market with unparalleled granularity, stability and market insights.
Nielsen is advancing local TV services by providing clients with consistent measurement, true-person exposure data and complete local market coverage. This enhanced measurement service will provide actionable audience estimates, enabling precise buying of persons-level data to uncover the true value of local audiences. For the 210 DMAs, the new service will bring measurement on a daily, weekly or monthly basis, 365 days a year.
With these enhancements, Nielsen's Local TV service will continue to provide the industry with the trusted measurement that buyers and sellers need to transact with confidence across all 210 DMAs.
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