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,...

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