As Challenges Grow, Nielsen Looks To Explain Its Digital Media Abilities
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As major media companies have been gathering to start their own cross-media measurement venture and companies like Omniture (NSDQ: OMTR) and Quantcast see their profiles rise, Nielsen media execs want to make sure their clients don’t think they’re getting left behind. The audience measurement company has reached out to about 75 advertisers, agencies and media companies for a private meeting outlining Nielsen’s plans to combine TV and online audience data, B&C reports.
In the client letter, which was sent out Tuesday, Sara Erichson, Nielsen’s president for media client services, North America, said the company will address the implications of TV Everywhere, “OnDemand Online” and similar programs. “These initiatives are very compatible with Nielsen’s television ratings system; that is, audiences viewing television programs online could be included in Nielsen’s national TV ratings, including C3,” Erichson wrote.
SEE ALSO: Stakes Get Higher For Nielsen, As comScore, Omniture Roll Out Hybrid Measurement Product
Nielsen has been working for some time on its A2/M2 (Anytime/Anywhere) project. That system uses software installed on the computers in 375 of the homes involved in the company’s People Meter panel. By next year, Nielsen has promised that A2/M2 will be in18,000 People Meter households by next year, with the full rollout coming in 2011. That might seem like a long way to go, but at the moment, Nielsen still has a head start on everyone else.
Posted In: Advertising, Media & Publishing, TV, Research & Metrics, Metrics
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