| |
Nielsen to Track Viewing across Multiple Platforms
Nielsen Media Research has announced that it will provide integrated, all-electronic ratings for television regardless of the platform on which it is viewed, under the 'Anytime Anywhere Media Measurement' initiative (A2/M2).
Nielsen will develop and deploy technology to measure the new ways consumers are watching television, such as on the Internet, outside the home, and via cell phones, iPods and other personal, mobile devices.
Developed in close consultation with clients, A2/M2 reflects the transformation of the television industry into a multi-platform business. Key components include:- A continued focus on providing the most accurate measurement of in-home television viewing through state-of-the-art Active/Passive (A/P) metering technology
- Measurement of online streaming video as well as the addition of Internet measurement and out-of-home measurement in Nielsen's People Meter samples
- The introduction of electronic measurement in all local markets, targeted for 2011
- The development of new meters to measure video viewed on portable media devices, and
- The creation of new research for measuring viewer engagement in TV programming.
According to Susan Whiting, President of Nielsen Media Research, 'As digital distribution of television transforms the way our clients do business, Nielsen is keeping pace with new ways of measuring TV wherever it is viewed. With continued client direction, patented technologies, internal focus on speed and innovation and unrivalled understanding of how people watch television, Nielsen is uniquely positioned to anticipate and respond to the industry's evolution.'
Whiting continued, 'A2/M2 is the result of extensive consultation with clients, who told us clearly that we should follow the video and deliver integrated measurement of all television-like content regardless of platform. A2/M2 recognizes that there is no one size fits all approach to measuring television, while launching the most extensive research and testing program in the company's history. We thank our clients for the time they spent helping us develop this initiative and look forward to their continued collaboration during its implementation.'
To accelerate the process of bringing new systems to market, Nielsen has created ongoing test panels of households recruited and managed in the same way as its existing currency samples. This will include a test panel of households leaving Nielsen's currency samples at the conclusion of their maximum two-year tenure.
The company can be found online at www.nielsenmedia.com .
|
