Nielsen is testing local ratings through set-top boxes

04/30/2010 | MediaPost Communications

Nielsen is testing set-top boxes in markets where it is currently using local people meters, set meters or diaries, as it considers employing a hybrid ratings system that would combine set-top box data with those methods already in use. A combination of data-gathering tools, says Nielsen's Dave Thomas, can "take into consideration some of the vexing things that have caused people to pause when assessing (STB) data as a panacea."

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