US audience measurement company Nielsen Media Research is set to provide easy access to its minute-by-minute national television viewing estimates.

The figures, together with demographic information, will be made available to clients at extra cost in an All Minute Persons by Persons File.

Until now, clients had to rely on Nielsen's NPower application, but the new format -- available in October 2005 -- should be easier and quicker to use as information can be exported into chosen software programs for data analysis.

Horizon Media's senior vp and director of research Brad Adgate believes the new product may play an important role in the development of future ad business: "You may start to see advertisers incorporate commercial ratings as part of a new business model."

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