Nielsen to Deliver All-Electronic Measurement to Local TV Markets in 2017 and Retire Paper TV Diaries

Nielsen announced that by mid-2017, it will provide all electronic measurement in its local television ratings across all 210 designated market areas (DMAs). Nielsen will incorporate Return Path Data from set-top boxes and other electronic measurement into local services, including the 140 TV markets currently measured by paper TV diaries. The integration of Return Path Data will pave the way for the retirement of paper TV diaries in early 2018.

“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. “These enhancements are part of Nielsen’s commitment to invest in and transform how local TV is measured in a cross-platform world across all screens and devices.”

Nielsen will combine its currency-grade panel data with Return Path Data and other electronic measurement from millions of homes across multiple providers to provide the market with unparalleled granularity, stability and market insights.