Nielsen is under intense pressure from TV networks and major marketers to develop a unified ratings system that takes into account traditional TV and viewing on other platforms. "On one hand, I feel like we get more and better data from a variety of channels we didn't used to have," said Tim Van Hoof, assistant vice president of marketing communications for State Farm. "Where we are falling short is, how do you weave through the volume and variety of data sources we get and aggregate them in a sensible way?"

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