The Set-top Box: Imperfect Tool For Multicultural Measurement


In a day and age of device and audience fragmentation, it’s clear that every viewer is a potential consumer of importance, even if the personalization of their content consumption, as well as the content itself, is much more granular. For Nielsen, being able to measure in a way that fairly represents all races, ages, ethnicities and behaviors is crucial for the industry to transact with confidence. It’s also, Nielsen believes, “the only way to make sure that content choices reflect the diversity of a given station’s community.”

That’s why marketers and programmers should go beyond what “big data” alone provide.

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