Microsoft, Nielsen Launch Game Pilot Test

When discussing the reach potential of its fast-growing Xbox Live platform, Microsoft executives have recently taken to comparing the gaming service to a small cable network. Now, the company will have an opportunity to back up that that claim through a partnership with Nielsen that will bring TV-like metrics to video game console.Specifically, Microsoft and Nielsen have agreed to launch a pilot test for the game 1 vs. 100, a multiplayer, Web-based version of the popular TV game show that is played via Xbox Live. Nielsen will track the second season of 1 vs. 100 for 14 weeks using its traditional measurement tools, including the Nielsen people meter. Nielsen is Mediaweek's parent company.The goal will be to provide 1 vs. 100 advertisers with metrics that can be compared to their typical TV campaigns, including Gross Rating Points (GRPs) and Targeted Rating Points (TRPs). In a blog posting on Thursday (Nov. 19), Mark Kroese, Microsoft’s general manager, advertising business group, entertainment & devices division said that even though the company has been able to provide traditional Web metrics for Xbox Live campaigns (such as click through rates), more and more TV advertisers are putting dollars into the medium, necessitating more traditional metrics—which this pilot test should achieve.“It’s a huge milestone in the evolution of games and entertainment advertising and a great benefit for our advertisers,” Kroese wrote. “We've made a substantial investment of time and resources to launch this pilot. Yet, as we bring Xbox Live into the TV advertising ecosystem, we feel that it is imperative to bring valid measurement capabilities along with it. This is a critical first step in doing that.

Performance Marketing

Microsoft, Nielsen Launch Game Pilot Test

Mike Shields

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