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You know Nielsen? The TV-ratings research company that, a couple of years ago, told the world that men ages 18-35 had stopped watching TV and then a year later discovered that, hey, maybe they were watching after all? Yeah, those guys. Well, yesterday the company said "that it would integrate TV and Internet measurement, add ratings for viewing on such portable devices as cell phones and iPods, and gave a firm date of 2011 for the end of paper diaries in even the smallest markets." It's a bold move that you can read about in The Hollywood Reporter, which says that the news " stunned many in the media industry," and that " the company was universally praised for its action." While it's a "potentially risky course for Nielsen," the company "has got generally good reviews for its proposal." Sounds great! What kind of company wouldn't want coverage like that? Certainly not one owned by the parent company of the paper in which it was reported. Just sayin'.


Nielsen ratings digitized [THR]
Young Men Are Back Watching TV. But Did They Ever Leave? [NYT]