Alan Wurtzel, president of research and media development at NBC, and one of the key movers behind the Coalition for Innovative Media Measurement (CIMM), says the more one works with set-top data the more one realizes its limitations, according to an article by our friend (and former editor of our predecessor, Electronic Media) P.J. Bednarski at TVNewsCheck.
According to the article, Wurtzel said, "[H]ere I’m going to speak for NBC Universal, not for CIMM. The thing about set-top boxes is that a lot of people, and I’d put myself in that category, are becoming a lot less enthusiastic about the potential. That’s because, as you work with it, a few things become very clear and one is that it’s very, very hard to get [the data]. It’s coming out of boxes that weren’t designed to collect the data the way we want to use it. [Measurement devices in set-top boxes] were originally designed just to let engineers know the box was on."