Nielsen to Measure Stadium Sign Viewing
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From Associated Press
Nielsen Media Research said it would begin this summer to measure how many times TV viewers see sponsorship signs at sports stadiums, a move that could open the door to more extensive use of this advertising.
Use of sponsorship signage is common in sports. The involvement of Nielsen, which has a monopoly on television ratings, will help determine a value for these sponsorships, said Neal Pilson, a sports television consultant and former CBS Sports president.
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