Nielsen's New Ratings Yardstick

The researcher will start to measure how many watch video programming on handhelds, the Net, in bars, and elsewhere. But is a distracted viewer as valuable?

The job for advertisers who want to know how many people are watching a certain program at a given time is getting a lot harder. Would-be product buyers aren't just tuning into television anymore. They're getting programming on a wider range of outlets, from the Internet to handheld players to even a cell phone.

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