Nielsen Unveils Online Video Viewing Meter

Nielsen Media Research has developed a new meter which will measure online video viewing in the same way the firm's A/P Meter does for television.

The firm has already installed the system in 375 homes in its National People Meter panel, allowing it to evaluate the measurement of Internet usage alongside TV usage.

Viewers who watch shows online through 'OnDemand Online' and 'TV Everywhere' services provided by Comcast, Time Warner Cable and others, will be tracked using the new system.

While Nielsen is undertaking an extensive evaluation program before fully integrating TV and Internet measurement, the roll out of the new meter to all People Meter households will take place before the end of this year, with complete installation in 2010 and full implementation in early 2011.

Sara Erichson, President of Nielsen's Media Client Services for North America, said that in the meantime, Nielsen would continue discussions with clients about their 'extended screen' initiatives and work with programmers to support tests of OnDemand Online and TV Everywhere services.

She added that Nielsen will also continue its work with other TV/Internet cross platform initiatives, such as the TV/Internet Convergence Panel, its TV/Online data fusion and its measurement of online video through VideoCensus.

'Though no one knows for sure which business models for online video will emerge as the most successful, Nielsen will be prepared to measure audiences no matter which ones prevail,' Erichson added.

In August, a consortium was formed to create a new TV audience measurement system, designed to challenge Nielsen's control over the marketplace. Nielsen responded by saying that 'three screen' (TV, online and mobile) measurement remains central to its strategy.

Web site: www.nielsen.com .