EXECUTIVE SESSION WITH STEVE HASKER
Nielsen’s Local Ratings To Get Set-Top Boost
Steve Hasker, Nielsen’s president of media product leadership, talks about the ongoing effort to improve the “fidelity” and “consistency” of the ratings most stations use to sell advertising through a number of changes, including incorporating set-top box data. He also says Nielsen intends to stay above the fray over using live-only or live-plus-same-day ratings as the best measure of local broadcasting — that’s better left to the buyers and sellers of advertising.
