Nielsen Unveils New 'Solo' Video Meters

Later this month, Nielsen will be testing a new metering device which will plug in to iPods, MP3 players and other personal video devices (PVDs) to enable measurement of video-based programming wherever it is being watched.

In a client update, Nielsen explained that the new 'Solo Meters' have been developed in response to the 'explosion' in the development of portable video systems and technologies, and will be rolled out as part of the firm's Anywhere Anytime Media Measurement (A2/M2) initiative.

About the size of a lipstick case, the tool plugs in between the earphones and the earphone jack of any portable video appliance. One hundred of the devices are currently being built and will be ready for testing in the next few weeks, with results available in Q4.

Nielsen's measurement plans for portable media were first announced in June 2006 and encompassed four different elements:

• Development of the 'Solo Meter' to detect video and audio played on any portable media device
• Enhanced tracking research to determine which devices are being adopted by consumers and which devices are actually being used to watch video
• The recruitment of a panel of 400 known iPod owners to track their video and audio usage, both on their iPod and through the iTunes software portal
• The creation of a separate wireless division called Mobile Vector, to pursue measurement of video and other activity on cellular devices (www.mrweb.com/drno/news6881.htm ).

The firm says Mobile Vector is currently engaged in on-going conversations with players across the mobile industry about securing their 'backhaul' data, and is looking at processing, reporting and analysing the findings on their behalf.

The firm concludes: 'This is very early in the development of this new platform, it is premature to predict future adoption or the amount of content consumers are willing to either pay for or convert for free from their existing programme libraries or via electronic downloading. As a result, this is an opportune time for Nielsen to develop the technology needed to eventually measure this kind of playback when it is better understood and reaches critical mass.'

Home page: www.nielsen.com.