Nielsen Ratings for Online Television Puts a New Twist on Advertising Buys
Effective 2011, Nielsen Media Research plans to integrate a new initiative to track online video viewing statistics through “TV Everywhere” offerings. “TV Everywhere” allows customers to watch television shows or movies online in conjunction with their pre-existing subscription with a cable or satellite company.
The new Nielsen program will combine the online statistics and television viewership numbers in hopes to create a well-rounded snapshot of the marketplace. Industry experts are also hopeful that “TV Everywhere” could increase advertising revenue from traditional means to other platforms.
Nielsen has begun to install Internet software to measure online video usage compared with television viewing habits through small, in-home trials in 375 households. These homes already participate in the company’s television “People Meter,” which identifies each household member’s age and sex, and monitors their viewing habits.
As a result of this new endeavor, we should expect to see the landscape of television and internet video advertising change in the near future. Marketers will soon need to take Internet viewing statistics into account when targeting future television advertising campaigns.