• April 11, 2005

In a move that clears the way for Nielsen to roll out a new TV audience metering system that is essential for measuring viewing via digital platforms, the television committee of the Media Rating Council last week approved Nielsen's use of the new meters. Because the new meters, dubbed A/P for active/passive metering, is a technological process being added to an existing accredited Nielsen service it did not require accreditation of its own, but the MRC committee nonetheless reviewed a technical audit of the meter and determined there was no barrier to deploying the new devices. The new meters are the cornerstone of Nielsen's plans to measure digital television, including viewing via digital video recorders and other devices. Following the MRC's approval on April 4, Nielsen began implementing its A/P meter rollout in meter/diary households on April 7. -- J.M.