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NBCUniversal is trying to use the Winter Olympics to get the ad industry to ditch old-fashioned TV — but it won't be easy

NBCUniversal is using the Olympics to tout its custom Total Audience Delivery (TAD) metric as an alternative to classic Nielsen ratings. The media company wants to stop advertisers and media journalists from focusing on Nielsen ratings at a time when people are watching less live TV. It won't be easy to shift an entire industry's fixation on this type of data. But most in the TV business recognize that current measurement systems are inadequate for fragmented digital viewing.
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