National Measurement Sophistication Is Now Flowing into Local

Local television measurement expert Patti Cohen recently created a CIMM report comprehensively documenting the data gaps existing in most local television audience measurement as compared with what is available to national buyers and sellers. One of my consulting clients is Nielsen, and I wanted to make sure that Nielsen was offering these innovations locally as soon as possible. What I found out is that around 70 stations are already getting these types of data from Nielsen and that all stations could be getting them too, as the cost is not in line with the old image of Nielsen but appears to be in the general ballpark with the aggregators and repackagers of big data.