Nielsen Chief David Calhoun says the "No. 1 question" Nielsen had to ask before doing the deal to acquire Aribtron, was whether it likes and "believes" in radio's prospect as a long-term media
"We like this medium," Calhoun said, adding, "We really like everything about it."
Part of the reason for liking it, is the fact
that Nielsen will effectively add two hours of consumer media consumption (for radio) each day to the seven hours it measures daily for television. That's 11 hours daily of a consumer's 24-hour day,
not including all the other stuff Nielsen measures.