ABSTRACT
This chapter discusses Nielsen from a data-driven, political-economic perspective, it is important to recognize the company's exceptional position in terms of audience surveillance and knowledge. Nielsen's position in the global consumer rating industry is one to be reckoned with. The company has had a long and eventful history in which it repeatedly found ways to adapt to the changing market environment and maintain its monopoly position. Today's market seems dominated by quasi-monopolies and multinational companies. Where there were once several rating providers within the market, they eventually made way for a market environment with only a single rating provider. There is no reason to assume Nielsen won't keep expanding in new industries and strengthen its position. As Nielsen has put it: 'For the past 90 years, Nielsen has worked to deliver the most complete understanding of consumers across the globe.
