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Magna has weighed in on the debate over Nielsen’s decision to replace live program ratings with live-plus-same-day in local meter markets, joining broadcasters in coming out in favor of the change. Heralding Nielsen’s move as a “major step forward for local audience measurement,” Magna urged agencies that have opposed the metric to welcome it.
“Assertions that live-plus-same-day ratings will overstate program ratings while driving up costs are based on erroneous assumptions that do not hold up under scrutiny,” wrote Janice Finkel-Greene, executive vp of director of buying analytics for Magna Global.
Finkel-Green’s
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