
Brain Fuhrer (The Nielson Company) on stage at NewTeeVee Live 2009 in San Francisco
Nielsen is taking steps to integrate its measurement of TV and online video viewing, telling clients that it will soon install Internet meters into Nielsen homes to come up with cross-platform metrics for what content consumers are viewing.
As part of a new initiative called “TVandPC,” Nielsen will install 7,500 of these meters in homes that participate in its National Television Panel. Once installed, the company hopes it will be able to create a combined ratings system for TV and online.
Nielsen has provided the ratings for TV programming that content providers use to sell ads with for years, but the proliferation of video viewership online has led many of its clients to seek a better way to measure total audience across the Internet and TV.
Concerns among television programmers and advertisers have only increased with the rapid growth of viewership on Hulu and other premium content sites. And measurement of video consumption across multiple platforms will be essential to the success of TV Everywhere-type initiatives, which seek to make premium broadcast and cable content available online.
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