While the minute-by-minute data does not necessarily coincide with the exact times that TV ads air, advertisers believe it is close enough to actual commercial ratings to serve their needs.
Nielsen Media Research said on Thursday it has abandoned a plan to analyse how audience estimates vary at "sub-minute" intervals where most TV commercials actually run.
Susan Whiting, Nielsen president and chief executive, said: "After analysing the study of 30-second ratings, the general consensus of our clients is that additional sub-level studies are not needed at this time."
Minute-by-minute data will be released weekly to clients and third party firms allowing clients more flexibility when analysing data.
Whiting said: "As television distribution and and programming choices become increasingly complex there is an urgent need for detailed viewing information.
"Our goal is to offer our clients greater choice in the research tools they can use to buy, sell, evaluate, promote and analyse commercial television."
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