Four A's seeks year-round Nielsens

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The American Association of Advertising Agencies said Monday it has asked Nielsen to consider extending demographic TV audience measurement year-round from the current quarterly sweeps. It expressed concern about local stations' use of contests and promotions to temporarily inflate ratings during sweeps periods. Last year, Nielsen issued a post-sweeps report identifying stations that conducted "watch and win" promotions during the May sweeps.

Copyright November 1996, Crain Communications Inc.

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