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NFL ACCESSES NIELSEN FOR AUDIENCE INFORMATION
Published April 5, 1995
Following the lead of the NBA, the NFL and its teams will have access to a range of national and local TV audience info under a new five-year deal with Nielsen Media Research. Nielsen's newly-formed Sports Marketing Service will provide the league and teams with customized audience information, mixing and matching data across all syndicated services (broadcast, cable, syndications, Hispanic service, cable systems and local stations). The league will also have access to custom reports on audience profiles, including: minute-by-minute analysis including halftime breakouts for key games; reach and frequency analysis by key demographics; ethnic viewing analysis; audience flow; comparative viewing analysis to other sports or programs; who's watching with whom. Robert Taragan, Exec VP of Marketing for Nielsen Media Research: "This agreement with the NFL reflects how Nielsen has literally restructured itself to deal with the unique needs of modern sports and entertainment organizations" (Nielsen). Nielsen Nielsen and the NBA announced a similar deal in March.