MARKET SHARE BY P.J. BEDNARSKI
The Devaluing of Nielsen’s Diary Currency
The Media Rating Council’s revocation of its accreditation of Nielsen’s NSI diary ratings last month didn’t surprise many in the industry who have complained about the paper-based system. And while Nielsen says it’s fixed the problem, getting reaccredited takes time. So by the time the February ratings books go out, Nielsen (and its clients) may still be hanging out on a limb.
The Media Rating Council has revoked its accreditation for Nielsen’s 154 diary-only local TV market reports, effective with the 2009 audit period.
