Nielsen is about to begin a test to measure the Internet usage of some of the members of its national TV ratings sample. If the pilot is successful, it will consider expanding the sample to include online viewing in its TV currency.
The test is being conducted live among 373 members of Nielsen's national TV ratings sample. It was pushed back from last October to enable the firm to prioritize field resources in preparation for the switch to digital TV, while maintaining a focus on quality initiatives such as improving A/P Meter processes and data delivery operations.
Participation in the test is optional and any households which decline to get involved, will still be able to participate in the existing TV audience measurement panel. For those that do take part in the test, Nielsen will simultaneously measure both TV viewing, Internet video consumption and web site navigation.
'Recently, there has been renewed industry discussion around the idea of making traditional television programs and commercials available on the Internet,' Nielsen explained in the client update. 'These developments make this test and its timing all the more relevant as it will build a foundation for the inclusion of online viewing in our television currency. This will allow us to accelerate the process of launching integrated measurement of television and Internet video in our People Meter panels, as client needs emerge.'
Web site: www.nielsen.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.