Nielsen Addresses TV Viewership Declines

NEW YORK Nielsen Media Research issued a white paper yesterday that addresses the steep decline in TV viewing by men 18-34, reaffirms the accuracy of its audience data and attributes 40 percent of the viewer declines to “methodological improvements” made in its audience sample.

But in the 43-page report, Nielsen seemed to be standing by its overall contention in the past month, since debate surrounding the viewer decline first became public, that for the most part, viewing patterns have just changed.

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