Nielsen’s overhaul of its local measurement service with set-top-box data and a new code reader reported last month will begin rolling out late this year in Charlotte, N.C.; Dallas; and St. Louis. The new data will be available alongside the current ratings in early 2013, allowing stations an opportunity to evaluate it before a switchover.
Finding a way to deploy set-top-box data has become so urgent for local broadcasters that a consortium prompted by the TVB is launching its own feasibility study.
