US television ratings provider Nielson Media Research has announced plans to integrate TV and internet ratings, plus measure viewership of TV programs on cell phones and iPods.
The company’s ‘Anytime Anywhere Media Measurement’ (A2/M2) initiative will deploy ‘Active/Passive’ (A/P) metering technology, which serves as the basis for measuring time-shifted and place-shifted viewing.
A2/M2 is the result of extensive consultation with clients, who told us clearly that we should ‘follow the video’ and deliver integrated measurement of all television-like content regardless of platform, said Susan D. Whiting, Nielson’s president and CEO.
Nielsen Media Research and its sister company NetRatings, provider of the Nielsen//NetRatings service, will add internet television measurement to its ‘People Meter’, which will be installed on a sample of PCs and laptops, with full deployment expected during the 2007-2008 broadcast season. The People Meter will measure combined TV and internet viewing.
The fused data will make it possible to report the relationship between TV and net consumption, and to provide combined reporting of viewership of broadcast or cable networks and usage of their web sites. This fused data will be an important planning tool to allow agencies and advertisers to optimize combined TV/net campaigns.
Additionally, Nielsen is developing ‘Solo Meter’ devices that will measure viewership on cell phones and iPods. It plans to create a 400-person panel of iPod users by the end of 2006.
Nielson ratings service is to be converted to an all-electronic measurement system by 2011.