Warner Bros.Television Group President Bruce Rosenblum said it is crucial that Nielsen come up with better ways to measure who is watching television.
"This is our bread and butter," Rosenblum said during in a session at the National Assn. of Broadcasters convention here. The TV industry, he suggested, needs a more "efficient and effective measurement of all the places content is being watched."
Rosenblum cited Nielsen ratings for the CW Network as a particular source of frustration. The CW, which is co-owned by Warner Bros. and CBS, carries shows that primarily target teens and young adults, an audience whose viewing habits have proved hard to track. CW's drama"The Vampire Diaries" (pictured above) averages just under 4 million viewers, and"Gossip Girl" has an audience of only 1.7 million, according to Nielsen.
-- Joe Flint, Los Angeles Times