Nielsen Media Research, with operations headquartered in Dunedin, Florida, is the leading provider of television audience measurement and related services worldwide. Understandably, as a result of this research, data volumes at Nielsen Media Research are huge and represent the lifeblood of the organization.

Craig Silver, Senior Database Architect of the Data Technology Group at Nielsen Media Research, explains, "People buy and sell television advertising time based on these ratings." Used by everyone in the television industry -- the producers, the advertisers and everyone along the way -- Nielsen Media Research recognized the need for a consolidated data source that would support every national product they build.

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