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Five years ago, mining set-top-box data to glean TV ratings was a glimmer in the eye of media researchers. Today, it’s on the verge of becoming part of the TV currency, perhaps even replacing it. Set-top-box (STB) data gives researchers, many at last week’s Advertising Research Foundation conference, heart palpitations. Imagine: near-census-size samples that dwarf the 18,000 household panel that forms the basis of Nielsen’s national TV ratings.
For would-be competitors to Nielsen, that’s an attractive business opportunity.
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