Nielsen to ditch all paper diaries by 2018

Nielsen will include return path data from set-top boxes and other electronic measurement into local services, including the 140 TV markets currently measured by paper TV diaries.

This will signify the end of paper diaries after more than 60 years of using them to record family TV viewing.

Megan Clarken, president, Nielsen Product Leadership, said: "By tapping into the strengths of return path data and electronic measurement, and combining it with Nielsen’s gold-standard panels and meters, we will be delivering a superior product to help all local clients address current challenges and be better positioned for future trends."