How Nielsen Is Shedding Old Perceptions, and Building New Businesses

CEO Mitch Barns leads evolution at research giant

Two weeks ago, Nielsen began phasing out its paper TV ratings diaries for the 140 local markets in which the antiquated system is still active. By the middle of next year, Nielsen says, it will provide electronic measurement across all of its 210 designated market areas.

How big a deal is that? Well, that depends on your point of view.

All told, Nielsen data underpins and informs a staggering $70 billion in annual ad sales, but these days the paper diaries account for less than 5 percent of the company's TV business.

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