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Nielsen Television Ratings statistics are gathered in two ways: one is by extensive use of surveys, where viewers in various demographics are asked to keep a written record (called a diary) of what shows they watch at what times.
To find out who is watching TV and what they are watching, the company gets around 5,000 households to agree to be a part of the representative sample for the national ratings estimates. Nielsen's statistics show that 99 million households have TVs in the United States, so Nielsen's sample is not very large.