Google has partnered with Kantar to establish a 3,000-strong opt-in panel which will measure TV and online media consumption in the UK.
The multimillion-pound cross-platform research initiative will be rolled out next year to provide clients with an understanding of the reach and impact of ad campaigns that run on both TV and online platforms.
Google is now in talks with industry associations including the Internet Advertising Bureau (IAB) and the Incorporated Society of British Advertisers (ISBA), as well as companies in the media and ad sectors, to decide on how to make the data available to subscribers.
Guy Phillipson, CEO of the IAB, welcomed the new efforts to understand how consumers are using the Internet and how online channels work in conjunction with other media, adding that between them, TV and online viewing command 50% of total media spend in the UK.
Jonny Protheroe, Research Manager at the Internet giant, says that while the data will not be free, it should be easier to access.
Last month, UK television measurement body BARB (Broadcasters' Audience Research Board) announced the roll out of a viewing meter which promises measurement of TV viewed via a PC or laptop, holding out the prospect of examining web-TV viewing alongside TV set viewing, via a single source.
Web sites: www.google.com and www.kantarmediauk.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.