Koenigsberg Says: 'Keep It Live'

Back in March, Nielsen made what it said was a final decision to pull the plug on live local TV ratings to make way for other ratings data streams such as live plus one day of DVR playback.
 
But the decision may not be so final after all. Nielsen made the move over the strong objections of many of the industry’s major media buyers who feel that playback viewing distorts the true local audience picture because many viewers skip through the ads.

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