CEO Speaks: The Rating Game

Tracking America's screens, clicks, and downloads, Nielsen's Susan Whiting is in the thick of the battle for ads

Nielsen Media Research is the gold standard in ratings for television programming and the backbone of more than $60 billion in TV advertising. CEO Susan Whiting has a courtside seat to epic change, as the industry tries to fit into the era of iPods, TiVos and instant messaging. She spoke with TIME'S COCO MASTERS about her need to know what you watch, for how long, on what--and, now, what you've bought.

TIME: Are ratings still important?

SUSAN WHITING: Definitely. Doing it well is even more important with the change in how TV can be viewed on your computer, your video iPod,...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!