The Man Who Took on Nielsen

PrecisionDemand's Jon Mandel

It’s about 9 p.m. New York time, and Jon Mandel is in Seattle, on the phone, telling a story about the story the Nielsen ratings weren’t telling.

“It was Danny Abraham,” he says, speaking about billionaire Slim-Fast magnate S. Daniel Abraham. “I was presenting a buy—I’ll never forget this—it was a daytime network buy,” Mandel says, rapidly shifting into high gear. “It was ABC, CBS and NBC. What are they trying to do? They’re trying to reach young women.

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