When it comes to TV viewing, consumers are tuning in when they want and how they want. This ongoing change in viewing behavior means that networks need more data and faster access to data in order to understand how people are viewing their content. To help buyer and sellers of TV advertising better understand the incremental commercial viewing that occurs past the original telecast date, Nielsen recently introduced new tools that enable networks to track, much faster, how audiences to episodes build over the first week after its original air date.
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