Nielsen Still Bullish On Code Reader Ratings

Nielsen’s top local-ratings executive expressed confidence in the company’s new code-reader measurement system – including the controversial component that derives demographic data from distant markets. The new system is now in the test stages and due to begin replacing paper diaries in 44 markets on Jan. So many questions – as well as objections voiced by local broadcasters – have arisen over the last few months during ongoing testing of the code readers and viewer-assignment test data that Nielsen earlier in September postponed its planned launch of the new system from Oct. 1 to the beginning of 2016.