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Media buyers expect little impact on overall TV ratings as a result of Nielsen Media Research’s inclusion of college student viewing into its national people meter sample, which began on Jan. 29.
“With the exception of MTV, Comedy Central and a few other cable networks that actually sell ads based on that particular 18-24 demo, the rating points for the other networks are not going to change that much,” said Lyle Schwartz, svp, media research director, GroupM.
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