Heads up. ICN points us to TV Week which is reporting that after previously calling on Nielsen Media Research to produce data to measures the average viewership during the commercial minutes in individual shows, NBC Universal has now reversed course and says it will pull MSNBC out of the program - for now.

Readers will recall that TVNewser has denied Olbermann Watch reports that he obsesses about "the demo" to help Keith Olbermann and his pals at MSNBC seem more competitive in the ratings race, claiming that he only focuses on "the demo" because that's what advertisers care about. We will be keeping an eye on this story to see when MSNBC's favorite blogger, Olbyapologist Brian Stelter, switches to reporting the new "commericial minute" ratings, a new formula that promises to be very much of interest to those advertisers.