Media group makes headway on audience measurement

May 12, 2010

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A group of top media companies, including Time Warner Inc (TWX.N) and News Corp (NWSA.O), is pressing ahead with efforts to create a new way to measure TV audiences, saying a standard set of terms to use in studying the data has now been created.

Confusion over various terms — a word like “snacking” may mean something different to different people involved in the project — has been one of the main hurdles faced by the coalition, formed in September to much fanfare.

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