Nielsen Tests Audience Meter Ahead of US Digital Switchover

11 September 2008

NEW YORK: The first US town to make the transition to digital-only TV, Wilmington, North Carolina, has become a dTV testbed six months before the rest of the nation is due to switch over on February 17.

Audience research giant, The Nielsen Company, used the occasion to test its Active/Passive meter, which identifies stations and networks by unique codes from the broadcast source.

Nielsen said: "The Wilmington test will provide Nielsen and its clients with insight that will help ensure that television audience measurement is constant and accurate through the transition."

For the test the company provided the town's two TV stations with encoders for both their analog and digital signals, and plans to share its findings.

Data sourced from Adweek (USA); additional content by WARC staff