NetRatings, ACNielsen Intro Packaged-Goods Service

LOS ANGELES NetRatings and ACNielsen early next year will offer a new service, Homescan Online, which is intended to help packaged-goods companies gauge the effectiveness of their online advertising.

NetRatings, which is majority owned by ACNielsen, will use a 12,000-family subset of Nielsen’s 60,000 households currently outfitted with bar code scanners, said Manish Bhatia, NetRatings senior vice president of products and services. These families scan their goods after shopping. Homescan’s group has Internet access in addition to bar code scanners, allowing clients to gauge the effectiveness of their online advertising.

Among the agencies already expressing interest in the service is Interpublic Group’s Universal McCann. Susan Nathan, senior vice president of media knowledge, said she is “looking forward” to the service.

NetRatings started in 1997 as a panel research company of less than 3,500 households. It partnered with Nielsen in 1999. ACNielsen is owned by VNU, which is Adweek‘s parent company.