Nielsen Media bows DVR measurement service

NEW YORK: After a long preparation, Nielsen Media Research is finally going live with a new measurement service, an effort to capture "time-shifted" television viewers who store TV programming in digital video recorders (DVR) for later viewing.

NEW YORK: After a long preparation, Nielsen Media Research is finally going live with a new measurement service, an effort to capture "time-shifted" television viewers who store TV programming in digital video recorders (DVR) for later viewing.

Starting on December 26, Nielsen Media Research will for the first time measure both live and DVR viewing. The change starts with "overnight" ratings and will be available to clients on December 28.

Per a company release, Nielsen will create three streams of data including live viewers, viewers who played back programs on a DVR on the same day of the initial airing, and those who played back programs on a DVR within a week of the initial airing.

Media reporters will be able to view ratings on Nielsen's online Press Room at www.nielsenmedia.com.

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