MediaPost
In another step toward the integration of online and television, TV ratings researcher Nielsen Co. has informed its clients that it is adding new sample characteristics to its ratings software that will enable advertisers, agencies and media companies to identify the composition of TV audiences based on their household Internet connection speed, persons Internet usage, whether the households are “telephone-capable,” and whether the households play video games.
Nielsen said the data, which will be available alongside conventional demographic sample characteristic descriptors as age, gender, and ethnicity, would be used by clients to “better understand who is viewing in order to optimize advertising campaigns.”
Nielsen said it has been collecting the Internet and gaming characteristics data in its national people meter sample, but had not provided them in its regular reporting until now, because some clients have requested that they be made available. More…