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May 16, 2017
Dennis Wharton
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NAB Statement on Nielsen Adding Electronic Meters to Assist in Local TV Audience Measurement

WASHINGTON, D.C. -- In response to Nielsen’s announcement that it will implement nearly 15,000 electronic meters in smaller TV markets to improve audience measurement, the following statement may be attributed to NAB Executive Vice President of Communications Dennis Wharton:

“NAB is pleased to learn of Nielsen’s planned implementation of electronic meters to more accurately reflect actual viewership of over-the-air broadcast TV stations. We have long believed that over-the-air TV station viewership has been undercounted by measurement companies as multicast ‘D2’ networks gain in popularity and TV antenna sales increase. Today’s Nielsen announcement sends a positive signal about the renewed vitality of local and network broadcast television in an era of pay TV cord-cutting and cord-shaving.”

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