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NEW YORK Research executives from the six major networks urged advertisers at a press conference in New York today to reconsider any conclusions they may have drawn from early studies on DVR usage as Nielsen Media Research prepares to start reporting daily DVR playback viewing for the first time next month.
NBC research and media president Alan Wurtzel said Nielsen’s DVR ratings “ushers in a new era of measurement,” and that the debate up to now about the impact of the DVR on commercial effectiveness “has been kind of uninformed.”
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