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Network numbers are not what they used to be, and not just due to audience erosion. With personal video recorders and product-placement deals complicating ratings, agencies are looking for a way to measure buys by spot rather than by program.
Nielsen Media Research has a solution, but both buyers and sellers are balking at the price.
Nielsen (owned by Adweek parent VNU) has approached several agencies and broadcast networks with an offer to unbundle its minute-by- minute ratings data—embedded in a software application called N Power—at a minimum 20 percent increase over its current rates.
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