RIP, Nielsen paper TV diaries. Eventually. Nielsen is finally phasing out its antiquated paper TV diary ratings system, which it still uses to record ratings in 140 local markets. The company said today that by mid-2017, it will provide electronic measurement in its local TV ratings across all 210 of its designated market areas (DMAs).
Specs Steve Hasker Current gig Global president and COO, Nielsen Previous gig Global president, Nielsen Age 46
On the heels of Tuesday's announcement that comScore will acquire rival Rentrak in a stock-for-stock merger so the combined company can take on Nielsen, Nielsen returned fire today with some news of its own.
Like winter on Game of Thrones, total audience measurement is coming—and soon. That was Nielsen's mantra during the company's "Measuring the Total Audience" seminar Monday at Advertising Week.