If You Don't Like The Ratings, Make Up Your Own

The big media boxes might not like the ratings that Nielsen delivers, but at least they are a neutral party. So while it sounds opportunistic for the broadcasters to team up with big advertisers to devise a new measurement system, it may also be problematic. Which ratings service would you trust, one driven by the companies that you are buying advertising from or from a third party source. The answer seems pretty obvious. And Nielsen is certainly doing its part to stay on top of new technologies and new viewing habits. "Back in May, Nielsen became a part of is own TV measurement supergroup, when it hooked up with comScore, Rentrak, TiVo and TNS Media in an attempt to better define and value viewer data generated by set-top boxes." So I ask you again Mister Advertiser, which ratings company would you most trust. It seems like this new venture doesn't have a leg to stand on!