Nielsen Sets June Release For 'Next Generation' Initiatives

Nielsen is on schedule to release plans for bolstering measurement in four key areas at a meeting this June, according to one of its executives.

The "next generation plan" from Nielsen will cover how the measurement company plans to improve offerings in the areas of expanded electronic measurement, out of home, the Internet, and engagement. Four internal teams are studying the respective areas, according to Larry Patterson, senior vice president of operations at Nielsen.

In the out-of-home area, the team is looking at ways to gauge viewing in public places like bars and restaurants.

"We recognize the content delivery of television is changing significantly," Patterson said. "Nielsen must respond to those changes."

Patterson spoke yesterday at a session of the Television Bureau of Advertising's annual marketing conference.

Patterson also said Nielsen is proceeding with development of its "mailable meter," which is in test in Florida. The set-top device could be more effective than the traditional diary method. While it's not going away, Patterson said, "We fully recognize there are limitations to the diary."

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Nielsen also plans to begin measuring video-on-demand viewing later this year. VOD viewing will be combined with measures of DVR viewing to provide a benchmark for how many people are watching programs in a time-shifted manner after broadcast.

Patterson also said data shows that in 47 local markets, broadcast programs are viewed via DVRs more than cable shows.

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