Nielsen and NBCUniversal completed a pilot program that...

Nielsen and NBCUniversal completed a pilot program that used TV, online and mobile platforms as part of Nielsen’s effort to expand its advertising measurement and programs. The solution combines Nielsen Online Campaign Ratings reporting with TV ratings “to deliver unduplicated and incremental reach, frequency and gross rating point (GRP) measures by age and gender for TV and digital advertising,” Nielsen said in a news release Friday (http://bit.ly/1ggsUle). The pilot measured how consumers watched the 2014 Winter Games and looked at five national ad campaigns that ran heavily across platforms, it said.