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Reaction to Nielsen Media Research’s decision last week to quit a joint venture with Arbitron for the Portable People Meter dashed the hopes of agency executives and TV broadcasters who looked forward to single-source, multimedia measurement. On the news that Arbitron would go it alone, the company’s stock slid more than 11 percent to a 52-week low.
“I couldn’t believe they [Nielsen] were not going through with it,” said Jean Pool, evp and COO for Universal McCann and chair of the American Association of Advertising Agencies media policy committee.
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