RIP, Nielsen paper TV diaries. Eventually.
Nielsen is finally phasing out its antiquated paper TV diary ratings system, which it still uses to record ratings in 140 local markets.
The company said today that by mid-2017, it will provide electronic measurement in its local TV ratings across all 210 of its designated market areas (DMAs).
The company will integrate return path data for set-top boxes and other electronic measurement—the same method it uses for its national ratings—which will allow it to do away with the paper TV diaries for good, "in early 2018."