The use of set-top boxes to deliver far more detailed ratings data than currently is available is edging closer to reality, although significant issues remain. Nielsen, TNS Media Research and the other three companies currently pursuing the STB data have varying ideas for how the information should evolve and be used. "We will come to grips with the issues. When we solve them, I don't see any reason why it won't become the currency," George Shababb of TNSMR said.
Published in Brief: