Media firms join forces to study TV habits

September 11, 2009

Fourteen of the USA’s largest television programmers, advertisers and ad buyers gave the clearest sign to date on Thursday that the audience measurement system they depend on — long dominated by Nielsen Media — needs to be overhauled for the digital era.

CBS, Disney, NBC Universal, News Corp., Omnicom and Time Warner are among the companies backing the Coalition for Innovative Media Measurement, which will study new ways to measure TV consumption

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