• by Wayne Friedman , June 15, 2006

Although a little later than expected, Nielsen Media Research announced its comprehensive plan to measure electronically all TV viewers, no matter what the video platform.

Under its Anytime, Anywhere Media Measurement A2/M2), Nielsen is developing technology that will measure viewership on the Internet, cell phones, iPods, and other personal devices--all with the intent of eventually merging this data into its Nielsen National People Meter sample.

Key efforts in this regard, the company says, include measuring the streaming Internet video for inclusion in the Nielsen People Meter sample; including Out-of-Home measurement in the Nielsen People Meter sample; the introduction of electronic measurement in all local markets, targeted for 2011 (thus doing away with the handwritten diary system), and the development of new meters to measure video viewed on portable media devices, as well as creating new research for measuring viewer "engagement" in TV programming.

Internet TV viewer data will start to be included into Nielsen People Meter samples beginning next year--with full deployment for the 2007-2008 season. Special new metering devices will be deployed to the existing panels for the Nielsen//NetRatings measuring service. Nielsen//NetRatings will establish a new system for tracking and reporting digital audio and video signals via the Internet.

For measuring outside the home--in bars, restaurants, hotels, and airports--Nielsen is developing new personal measuring devices, under the "Go Meters" brand name. Metering technology will be put into cell phones, or as a separate unit to work alongside personal devices. Other measuring efforts for portable devices will include creating "Solo Meters" that can be used with any personal device using a wireless Bluetooth connection.

"The devil is in the details," said Lyle Schwartz, senior vice president/director of media research for Mediaedge:cia. "I'm intrigued. But I'm not sure how they are going to fit this all in. Are they going to go with a single sample--or a merge sample? I'm concerned if they will be smashing it altogether. I'm hoping they don't take their eyes off other issues."

Nielsen has answered some of these questions. For the Internet and TV combination, Nielsen and Nielsen//NetRatings will offer "fused" data, which combines the viewing results of television and Internet panels. Nielsen says this will make it possible to see the relationship between TV and Internet viewing.

"Are they going to add viewers of CSI on CBS to those viewers who see it on their laptops?," asks Schwartz. "How are they going to take into account different viewing experiences?"

Brad Adgate, senior vice president and corporate research director for Horizon Media, said this effort is indeed what marketers and their media agencies have been seeking from Nielsen. But it's not the whole story. He says print and newspapers are not part of the plan from Nielsen--something media executives also desired.