This should be good news for cable networks’ “TV Everywhere” plans: Nielsen says it’s ahead of schedule in rolling out Internet-metering software to a subset of its National People Meter households that is designed to provide a combined.
Nielsen already has 7,000 People Meter homes outfitted with the software, Online NetSight Meter, an application that tracks Web sites visited, pages viewed, time spent and video consumed, according to company spokesman Gary Holmes. Previously, Nielsen hoped to hit 7,500 homes — out of the national TV panel of about 20,000 homes — by Aug. 31 (see Nielsen Targets TV-Plus-PC Ratings By August 2010).
“We expect to exceed our original estimates,” Holmes said, declining to specify what the count is now anticipated to be by the end of August.
The “TVandPC” metrics are seen a critical by several ad-supported cable networks, such as Turner Broadcasting System’s TNT and TBS, which want views of ads in their TV Everywhere authenticated services to be counted toward its overall ratings (see Nielsen: ‘TV Everywhere’ Views Could Be Added To Total TV Ratings).
Aug. 31 remains the target for when Nielsen plans to provide the data to clients as a single-source measure of TV/PC viewing, according to Holmes. The research company moved up the date last December, after getting feedback from cable operators, programmers, ad agencies and advertisers at a meeting in New York to discuss measuring Internet-video and TV viewing in a consolidated fashion.
Note, too, Nielsen accelerated its schedule after the Coalition for Innovative Media Measurement (CIMM), a group of 14 media companies, ad agencies and marketers, last fall announced its intention to fund set-top box data analysis and cross-platform measurement.
One CIMM backer at the time told me the aim was to “to light a fire under the ass of Nielsen and create some innovation and competition.”
So, fire sufficiently lit?
UPCOMING EVENT!: Advanced Advertising 2.0
Hear more about TV/Internet viewing metrics at the Multichannel News/B&C “Advanced Advertising 2.0″ event Monday, June 21, at New York City’s Marriott Marquis. Click here for more info and to register: www.multichannel.com/AdvancedAd2