Nielsen Media Research has just announced an ambitious and far-reaching change to its traditional methodology for measuring television viewership. Recognizing that video is being consumed not just on televisions but on computer screens, cell phones, and iPods, the company plans to measure viewership on all of those platforms as well. The goal is to give television networks a more complete picture of where, when, and how their content is being consumed.
Read Nielsen’s new plan: measure video consumption, not TV watching from Ars Technica
Nielsen Media Research is looking to leverage its TV measurement infrastructure to report console gaming statistics as well. As part of the recently launched Anytime Anywhere Media Metrics (A2/M2) platform, Local People Meters installed in about 10,000 households across America will use audio matching technology to identify what games panelists play. The data will also show what platform is in use, and how long the gaming sessions are, and the reports will match this data with the corresponding TV viewing habits for the same consumers.
Read Nielsen to track video gaming alongside TV viewing from Ars Technica
Late in December, Nielsen, part of VNU, started distributing its ratings information in three versions: live, the traditional way television is watched; live plus 24 hours, counting how many people who own DVR’s played back shows within a day of recording them; and live plus seven days, counting playback within a week of recording.
For some prime-time series, like the hit drama “Grey’s Anatomy” on ABC, the so-called live-plus ratings show slight but noticeable gains compared with the live-only viewership. But it is estimated that 50 percent to 70 percent of viewers playing back shows zip through the commercials, casting doubt on their worth to advertisers.
Read How to Value Ratings With DVR Delay? from the New York Times