Nielsen Will Get Data From New Channel

What You Should Have Read, March 12, 2008

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Nielsen Will Get Data From New Channel
The Wall Street Journal reports on Nielsen's plan to offer a new service that uses cable set-top boxes to shed light on people's TV-viewing habits.

Nielsen has long dominated the U.S. TV business with its panel-based ratings. But for the past two years, competitors such as TiVo, TNS and others have begun to chip away at that dominance by packaging second-by-second viewing of TV programs and ads from set-top-box data, something Nielsen has lacked.

Nielsen's new service is aimed at addressing that gap. Under the deal with Charter Communications, Nielsen receives information from 320,000 households in Los Angeles and then develops second-by-second data that it can sell to clients like media agencies and advertisers.
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