Nielsen Preps TV, Online Viewing Report

Nielsen has set its schedule for reporting integrated TV and online audience viewing data.

The initiative is called TVandPC, and the first “extended screen” estimates of the combined audiences will be available for the month of September as evaluation data, delivered to clients sometime in fourth quarter. The evaluation period will end in Feb. 2011.

All network TV programs that are streamed online with commercials intact will be added to the ratings, including C3 ratings.

For TV networks and advertisers extending their programming and commercials to the Web, such services like Nielsen’s TVandPC can’t come fast enough.

The timetable follows Nielsen’s promise to clients in December that it would accelerate the rollout of its Internet meter to its national people meter sample by Aug. 31, instead of in 2011. By August, Nielsen anticipates it will have online measurement from 7,500 national people meter households, representing 20,000 people and 12,000 computers.

As part of the development of the service, Nielsen will create a client committee to work on defining what online program- and national-commercial viewing qualifies for combined reporting.

The new single-source service will also serve as the foundation for a number of Nielsen cross-platform measurement initiatives.