Both Nielsen and Arbitron have a currency on which the ad-supported television and radio industries still rely and that provides them with differentiated margins, but neither core currency business is growing, since they are fully penetrated.
But a little scratching on the gold-plate of this ideal reveals it for what it is: a modern targeting technique, albeit a big step up from zip-codes, but certainly neither an answer to what consumers expect of brands in the digital space nor a guarantee of increased attention or ad contagion of the desired viral variety.