Marketing

Nielsen: VOD Measurement on Track

4/03/2005 8:00 PM Eastern

New York— Nielsen Media Research is on target to provide the TV industry with a plan to measure video-on-demand viewership by the ratings service’s self-imposed 90-day deadline, officials said last week.

In a March 29 letter to update clients, Nielsen president Susan Whiting also said that the company remains on schedule to include DVR households in its metered-market samples in April, and in its Local People Meter and national samples by January of next year.

On Feb. 18, Nielsen outlined an action plan intended to improve its research and to address complaints and criticism from clients. The rating service said it planned to step up its initiatives to track VOD usage, among other changes.

“I’m happy to report that we are making solid progress in putting together our own internal action plans, and we expect to meet the deadlines I outlined,” Whiting said in her letter last week.

Nielsen had also promised to spend $2.5 million to create and pay for a research-and-development fund to conduct methodological research on TV audience measurement.

Now, Nielsen has hired media-research consultant Richard Zackon to accelerate the launch of that R&D program, according to Whiting, who added that numerous clients have volunteered to be part of its steering committee.

Zackon will address issues such as how the steering committee will be chosen, the role and responsibility of its members and the process for selecting the R&D projects.

In May, Nielsen will launch an entirely new Web site (www.nielsenmedia.com), which will make it easier for clients to access and download research information.

In her update, Whiting said Nielsen is proceeding with its effort to “oversample” homes where the head of the household is under 35, African-American or Hispanic.

“This initiative will greatly improve sample representation for these groups,” Whiting said.

Nielsen recently announced that it planned to implement some of the recommendations made by an independent task force formed following the controversy over the ratings service’s rollout of Local People Meters.

The areas where the task force recommended improvements were in the composition of the LPM samples, training for the field force, fault rates, diversity levels at Nielsen, and communications with the communities affected by the ratings.

September