Nielsen to Track Online Video Use Through Its TV Panel - Advertising Age
Goal to Eventually Measure All Video Consumption
With more consumers starting to consider the idea of watching TV programs and other video online, Nielsen said it would “introduce measurement of TV viewing on the PC screen in our TV panel by the end of 2008.”
“The clients want it,” said Jim O’Hara, president of media product leadership for Nielsen Co. “Our ultimate goal will be to bring full internet measurement to the TV panel for both streaming and navigation.”
Nielsen’s effort is part of a strategy to measure all kinds of video consumption, whether it take place on the traditional TV screen or on smaller video perches such as mobile phones or iPods. The effort is not an easy one, however, primarily because people don’t watch programs or video content in the same way across different venues. And yet, with the number of online video viewers projected to rise to 183 million in 2011 compared with 114 million in 2006, according to statistics from eMarketer, the need to link audience behavior as viewers travel from one medium to another is becoming more pressing.
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