Nielsen TV Ratings To Hit The Web
Nielsen, the organisation known worldwide for their production of TV ratings, look set to expand on their presence online. The company plan to launch a new online tv rating system aimed at helping marketers of websites measure the effectiveness of their online campaigns by issuing them with audience information, such as the methods found in its TV ratings.The new system is based alongside the traditional method of interviewing people, alongside what they have termed as: “aggregated, anonymous demographic information from participating online data contributors.”
Steve Hasker (Nielsen’s media products president, claims that this new approach should help online marketers get further and more detailed understanding of their audience, helping media companies to accurately measure the value of their audiences that they strive to they serve. He said: “Perhaps most importantly, marketers and media companies alike will now have a simpler way to measure the combined reach of TV, the web and even mobile advertising. Reach alone doesn’t tell the whole story, however, and Nielsen intends to combine the ratings with cross-platform advertising effectiveness metrics to provide a complete view.”
Nielsen are looking set to introduce the classic ‘human factor’ into their measurements, a technique often forgotten by marketers in the online genre, where the preferred approach to research is often by counting online activity such as ’hits’, or the amount of time that is spent on a page.
Mike Murphy (Facebook Vice-President of Global Sales) reckons that the approach could be effective, stating: “We think creative campaigns are more effective when marketers combine TV and digital in a way that extends the big idea online and makes it social through an ongoing, two-way connection. With their expertise, Nielsen can help marketers measure the impact of true cross-platform campaigns.”
Nielsen look set to launch their new tool on a limited basis during the final quarter of this year, before taking the system full-time at a later point.
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