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Nielsen Media Research last week released a white paper defending its ratings data on 18- to 34-year-old males. The company, owned by Adweek parent VNU, has reported an 8 percent drop in prime-time viewership among the demo. Nielsen said the slip is mostly in broadcast and pay cable and may be the result of improvements to the People Meter, making ratings more accurate. The data also showed the demo is spending more time watching DVDs and videos and playing videogames during prime time.
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