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Polish TV Audience Win for Nielsen
In Warsaw, Poland, public broadcaster Telewizja Polska (TVP) has given Nielsen a four-year contract to provide television audience measurement services, beginning this month.
Elzbieta Gorajewska, MD of Nielsen's Polish Audience Measurement Service, says the company is 'thrilled' by the opportunity presented by the contract. She adds: 'All commercial stations, media agencies, as well as the National Broadcasting Council, have been using audience measurement data from Nielsen for years. With this selection, Poland's advertising industry can now work from universally accepted Television audience data, built in accordance with the standards of the industry itself.'
Rafał Szysz, co-founder of the association of advertisers, Advertisers.pl (RUT) said his organization welcomed this 'long awaited' unification which would simplify campaign planning.
Separately, in the US, Nielsen said today it is delaying a plan to add duplicate viewing of TV shows to its national TV 'currency' ratings by two months - it will now start on April 1. Nielsen said it needed more time to complete the work of adding duplicate viewing data to its 'respondent-level data'. The changes are critical to the company's plans for developing its so-called extended screen ratings, which will also incorporate viewing of TV shows watched online. Those extended screen ratings are still slated to launch in late April, according to Nielsen's update.
The group's home page is at www.nielsen.com .
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