Broadcasting & Cable
Nielsen is fast-forwarding its plan to monitor viewers’ Web habits in order to help clients understand, among other things, whether their advertising or TV promotion is working. The company announced Dec. 1 that it will complete a full roll out of Internet measurement as part of its existing TV panel by August 31, 2010.
Separately, the measurement company will announce in the coming weeks a timeline for tracking Web video viewing that will ultimately help media companies and agencies see viewing behavior between the TV and Web more clearly.
The end game would be monetizing Web viewing of TV more effectively as Nielsen prepares to develop a new model for C3, or commercial ratings, that would include shows watched online. The idea of tracking consumers’ media habits on TV and online is referred to as single-source measurement. Nielsen already tracks Web viewing, as do ComScore and other players, via separate services that are not associated with its TV sample.
Nielsen held a meeting with clients in October to hear their thoughts on where Nielsen ought to be putting its efforts in terms of tracking single-source Web usage. More…