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Nielsen Ratings to Go All-Electronic - TvTechnology

Nielsen Ratings to Go All-Electronic

Paper diaries will be officially retired by early 2018
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NEW YORK—It’s the beginning of the end of the paper era at Nielsen, as it announced that by mid-2017 it will provide all electronic measurement for its local television ratings across all of its 210 designated market areas. Nielsen will incorporate Return Path Data from set-top boxes and other electronic measurement into local services, which will lead to the retiring of paper TV diaries—which 140 TV markets currently utilize—by early 2018.

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Return Path Data will be combined with Nielsen’s currency-grade panel data, as well as other electronic measurement, and will be available for all 210 markets on a daily, weekly, or monthly basis.

“By tapping into the strengths of Return Path Data and electronic measurement, and combining it with Nielsen’s gold-standard panels and meters, we will be delivering a superior product to help all local clients address current challenges and be better positioned for future trends,” said Megan Clarken, president, Nielsen Product Leadership.