The End for Nielsen's Paper-based TV Diaries

Nielsen has set out plans to introduce all-electronic measurement for local TV ratings across all 210 of the USA's designated market areas (DMAs) by mid-2017 - and to stop using paper-based TV diaries early the following year.

In January, Nielsen discontinued using paper diaries to collect demographic data in 31 mid-size US TV markets, replacing them with its new 'Viewer Assignment' method. As part of its latest plan, the company will incorporate return path data from set-top boxes, panel data and other electronic measurement into local services, including the 140 markets currently measured by paper-based TV diaries. The firm says this enhanced measurement service will provide actionable audience estimates, enabling precise buying of person-level data. For the 210 DMAs, the new service will bring measurement on a daily, weekly or monthly basis, 365 days a year.

Megan Clarken (pictured), President, Nielsen Product Leadership, comments: '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. 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'.

Web site: www.nielsen.com .