Nielsen to Measure Product Placement

LOS ANGELES Nielsen Media Research will launch in February an Internet-delivered service for measuring product placement in prime-time television, the company confirmed. The first reports will canvas the six major broadcast networks during prime time only, though Nielsen expects to expand the service to other day parts and cable.

The service will permit subscribers to log on to a Nielsen Web site and access data on product placement by category, advertiser or brand, said Jack Loftus, senior vice president of communications at Nielsen, New York.