• by Wayne Friedman , Staff Writer, April 13, 2011

Nielsen efforts to measure TV ratings on extended digital video screens of full TV episodes are coming. But not everyone is cheering.

"This is totally a 1.0 solution," says Colleen Fahey Rush, chief research officer of MTV Networks, speaking at MediaPost's Outfront event. Nielsen will release its first wave of extended screen viewing data on April 25.

Brian Hughes, vp and director of audience analysis for MagnaGlobal, says it is limiting -- that Nielsen will only ascribe digital video viewing for those TV sellers only if they run the same exact number of commercials of shows online as they do traditionally.

Few do this. But TV Everywhere efforts will help Nielsen push its extended screen TV service -- since digital commercial loads are positioned to match that on traditional TV networks.

But the timing still isn't good. "Nielsen is a year or two late," says Jack Wakshlag, chief research officer of Turner Broadcasting.