Nielsen Nightmare

I think Nielsen's expansion is a much needed update. My fear is that, when the new data start rolling in, we will see a big skew towards non-cable based viewing. What will that mean for TV advertising and by extension television in general? I find myself also wondering about what exactly Nielsen will be measuring. A lot of people watch stuff on their computers, so how many of the services they use will be included? The article mentions Netflix and admits that Netflix data will really only be useful if the company decides to play ball with Nielsen, but, at least in my limited experience, Netflix doesn't tend to have new programming like something like Hulu would. Traditionally, advertisers and TV companies have only cared about the current season of a show. There are rare revivals, but generally, TV is always moving forward. For current shows, I think the networks get the data within a month of the airdate or something, but the further back the viewing data are pushed to accommodate the majority of the world that no longer watches live TV (including myself. I almost exclusively watch TV On Demand), the longer it takes to get the data and thus the less useful it is. Regardless, I have a feeling that these changes will amount to a hot mess as TV networks struggle to adapt to the new and puzzling numbers they get, so I will be watching the TV news this fall waiting for the inevitable catastrophe.