Nielsen to Measure Stadium Sign Viewing
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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