Nielsen's digital display. (Nielsen Media Research plans test of active/passive audience meter)(Brief Article)

Broadcasting & Cable, April, 1997 by McClellan, Steve

Nielsen Media Research is planning a regional test, starting Nearly next year, of the audience measurement meter it has developed to monitor household viewing in the digital age. The so-called active/passive meter has patented technology that allows it to read codes embedded in programs and advertising spots even when signals are digitally compressed.

Nielsen plans to have the technology in place by the time broadcasters convert to digital TV. Under the FCC's just-released timetable, stations covering 43% of U.S. households are expected to convert within two years, and stations covering 50% of U.S. homes should be transmitting digital signals in two and a half years. Nielsen has selected the Southwest for the test, but a company spokesperson...

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