Today, the company announced a pilot program for the Nielsen Digital Program Ratings which will track TV content viewed online. The pilot starts with a handful of big-name partners – A+E, ABC, AOL, CBS, The CW, Discovery Communications, FOX, NBC and Univision. The pilot is set to begin in May and run through July, but Nielsen is already announcing that the Digital Program Ratings will see a commercial launch. The pilot program is simply serving to “fine-tune” Nielsen’s methods before they hit primetime, or, later streamed on the internet time – whatever.

“The pilot for Nielsen Digital Program Ratings is a major milestone for the industry,” said Eric Solomon, SVP for Global Digital Audience Measurement at Nielsen. “As a companion product to Nielsen Online Campaign Ratings, Nielsen Digital Program Ratings will enable clients to better understand the online audience for their programming by harnessing the same methodology Nielsen already uses to measure the audience for related advertising.”

Nielsen says that they will start by measuring TV content viewed online, on computers. For instance, CBS will be able to see Nielsen’s numbers for how many streams their online content got on their official site. During the pilot, initial results will only be shared with clients, but Nielsen hopes to make the data public when the program sees a full launch later this year.

Of course, Nielsen plans to expand the program to “additional content types and devices” in the future. So we’re talking streams from sites like Hulu or YouTube, made on and iPad or Xbox.

Nielsen already has an presence in online metrics, including web content (YouTube videos and such). They also track websites based on visitors. This pilot program marks their first foray into tracking online streams of traditional TV content, however.

“The potential to measure video viewing of specific programs on linear TV as well as the Internet is significant,” said Alan Wurtzel, President of Research and Media Development, NBCUniversal. “It’s an important step toward reaching the ‘holy grail’ of true cross-platform measurement.”

It’s an interesting move from Nielsen, but the online viewership tracking won’t really come into its true form until Nielsen is measuring all types of online TV streaming across all types of devices. Although Nielsen is just announcing this pilot program, it’s clear that full inclusion is what they envision.

The Viewtron system allowed people to play games, access news and information and conduct banking online. The system was designed to be viewed on a television, connected through a telephone modem and utilized an infra-red remote-controlled keyboard. The Sceptre system enabled TV access and had the same microprocessor as a personal computer. Software was developed to allow IBM, Commodore and Apple computer users (with modems) to access the system.

Online shopping was the big dream for the Viewtron system. Unfortunately after only one year into the project, the online shopping sites had only received 11 orders. After spending over $50 million on the system, the grand information networking experiment ended. Viewdata’s executives wanted it to be “The McDonald’s of videotex” according to a quote from a Viewdata spokesman. The costs involved in the system made it difficult to price the service for the mass market but some of the ideas ended up being used in other services that became the Internet.

As a result of these events, users have an outlet to let their voice be heard. According to a new study from Topix and Equation Research, the gap that once separated voters and politics is getting smaller and smaller, largely because of the Internet.

Where do you go to get your political information? Let us know.

The companies surveyed 1,000 U.S. voters and found that more voters are going online for political information. In addition, more than a quarter of voters are going to the Web to participate in political discussions and debates.

“People are working these issues out themselves by talking to the people on the Net,” said Chris Tolles, CEO of Topix.

One of the reasons people are going to the Web is because many in the U.S. distrust the media for issues of bias, as the Gallup Poll found last year. Tolles told us that Internet gives users choice and lets them be a part of the political process in a scalable way.

As he explained, voters want to see both sides presented. They’re not just looking for an echo chamber, but they’re looking for an interactive experience that platforms such as Topix, Facebook, and Twitter provide.

TV is still the biggest source that voters rely on for political information, but the Internet isn’t too far behind with those surveyed weighing in at 78 percent and 68 percent respectively. Although the Internet is gaining ground, Tolles does not believe TV will lose its value. Instead, he thinks the two will merge to some degree.

The main difference between the two is the interactivity that the Web offers. Tolles told us that voters want to have a “personal relationship” with news, which interactivity helps to promote.

“The Internet gives you a chance, as an individual, to get [to be] a little bit bigger part of the process,” he said.

He went on to say that the relationship between politics and the Internet would continue to grow and that more voters would look to the Web for political information going forward. Tolles also said that politicians would have to figure out how to embrace the Web more effectively.

How do you see the relationship between politics and the Web evolving over time? We’d love to know.

Will Google change the web or is it just a bunch of hype? Tell us what you think. 

Google TV may have a much bigger impact on the web than a lot of people realize at this point. Here are a few reasons why I think this to be the case. 

1. Google TV is Huge for Local Business

Google is good at geo-targeting advertising. People turn to Google more and more to look up local business info. Google is placing search at arguably the best place to reach a person in their home – the TV. Connect the dots. 

2. Google TV is Huge for E-Commerce

Google TV puts the entire web at the fingertips of  TV watchers all the time. Mobile does the same, but now the web is even more front and center in the viewer’s attention. Anytime a user sees a commercial for some item or hears something mentioned in a TV show, they can easily flip over to the web, find it and buy it without leaving their couch. Even if their phone is charging in the other room, they have immediate access. 

3. Google TV is Huge for Online Video

Google TV will make it so much easier for TV viewers to flip channels outside of what their cable/satellite provider offers. Nothing on TV? Oh well, there are billions of things to watch online. Google TV even goes out of its way to make YouTube a more convenient destination for watching video, and the options certainly aren’t limited to YouTube.  One could even envision TV stations coming out with their own paid apps (not unlike newspapers and magazines are currently doing for the iPad). 

4. Google TV is Huge for Piracy

One side effect of this is that watching pirated content will be easier and more enticing than ever. This is essentially for the same reasons mentioned above. Those who engage in this activity will be even more tempted from their TVs.  

5. Google TV is Huge for Internet Radio

Everybody loves Internet radio. Sites like Pandora, Last.fm, Grooveshark, etc. let users listen to music they are really interested in hearing, rather than being subjected to the same old stuff the traditional radio stations throw at them over and over again (with commercials). Internet radio on the TV is just another hub to tap into these outlets, and likely a better one than the phone in terms of quality. Your TV is probably hooked up with better speakers. 

6. Google TV is Huge for Android

The more Google TV catches on, the more people are likely to flock to Android as their mobile OS of choice. People are going to want devices that have as much integration with one another as possible. Plus, Android apps will work on Google TV. It will be easy to use the same apps between devices if both of the devices are running the same OS. 

7. Google TV is Huge for Google Search

Google doesn’t need a lot of help in getting search market share at this point, but Bing is doing everything in its power to creep up. Combined with various mobile apps and social media, people sometimes find less reasons to turn to Google for info. Google TV puts Google search a click away on the most important screen in the user’s home. 

8. Google TV is Huge for Facebook, Twitter, and Possibly "Google Me"

People are spending a lot of time using social media these days, whether its sharing content, talking to friends, sharing status updates or whatever. They’re doing it while they watch TV. They’re talking about things that are on TV. If they’re not, TV is probably taking up a separate amount of time in their lives, and Google TV will bring it all together.

I’m guessing many Google TV users will be Facebooking and tweeting from their TVs frequently. In fact, this could have pretty big implications for Google’s own "Google Me" social layers. How many ways will Google let users socialize from Google TV? Besides offering the entire web, they can pretty much do anything they want with the interface. This could be a big opportunity for Google to push use of its own social features. 

9. Google TV is Huge for News 

People like to watch the news on TV. However, having the web on the TV provides instant access to a much greater selection of news sources, which means people will get more personalized news programming tailored to their specific interests. Remember what Google did for print news?  Feel free to try out videos.webpronews.com from the TV. 

10. Google TV is Huge for Gaming

Once again, this is simply a product of the entire web being on TV. This means web games, which are becoming increasingly popular (Farmville anyone)? Google itself has made various gaming-related acquisitions, and will likely continue to do so. They also have the Chrome Web Store for web apps.  Suddenly there are a lot more options than what the traditional consoles have to offer. As the web on TV becomes more of the norm, online games will only increase in quality.  And of course three is the "free" factor. 

11. Google TV is Huge for Communication

The TV may become a primary platform for communication, whether its through Skype, Gmail, Facebook, Twitter, or other video chat options. People are going to keep in touch with one another without having to get out of their recliners. 

12. Google TV is Huge for Chrome

Chrome is doing pretty well these days. It’s got a long way to go before it achieves IE-like status, in terms of usage, but guess what browser comes with Google TV. Not only will it increase Chrome usage by default, it will get non-Chrome users accustomed to Chrome, and may in turn get them using Chrome from their computers. 

13. Google TV is Huge for Online Advertising

Needless to say, Google TV will instantly put online ads in front of more eyeballs more frequently. 

14. Google TV is Huge for Application Development

Smartphones have done quite a bit for application development haven’t they? I wonder how many more people have TVs than smartphones. This will be huge for not only Android developers, but for developers of web apps. 

15. Google TV is Huge for the Web period. 

Google TV can really only help anything that is web-based for the simple fact that the web is on the TV. I realize this is not exclusive to Google TV, but Google TV, in my opinion, has the best shot at gaining real mass adoption, compared to any of its competitors. The DISH Network partnership won’t hurt either. 

The biggest obstacle that could potentially impede all of this is if Google TV flops. Given all it’s got going for it, I don’t think it will though. Google was smart to take the Netflix approach in providing a platform, as opposed to a device (like competitors). Netflix uses the model of offering its service on more and more devices. This is essentially Google’s approach, and I would expect Google TV to launch for new devices much more frequently. One good thing for Netflix is that this means more Netflix-ready devices. This strategy will also allow Google to get the product in front of a wide range of audiences and price ranges.

Remember, you can’t judge the offering entirely from the initial product availability. That will grow – maybe even to a device you already own. Upon Google TV’s announcement, Sony CEO Howard Stringer was asked if consumers could expect Google TV integration with Sony Playstation. He said Sony was working with Google on one product at a time. Judging from the looks exchanged between Stringer and Google CEO Eric Schmidt, it certainly didn’t seem like the idea was ruled out. 

Google is also smart to support not only Android, but iPhone as well, in terms of remote control use. This could be huge in gaining support even from Apple users. 

Not convinced Google TV is that big a deal? Give us your reasons. 

TNS Media Intelligence only looked at the display ad business online in comparing it to several other media segments. Only Free Standing Inserts, i.e. those inserts placed into, but not bound to, print media, outgained online display ads in the first quarter of 2008.

Here’s how they stacked up by percentage:

FSI: 8.8%
Internet: 8.5%
Outdoor: 2.5%
Television: 1.7%
Magazines: 0.8%
Radio: -4.5%
Newspapers: -5.2%

An example of online display spending came from measurement firm comScore, and its discussion of quick-service restaurant display ads served in March 2008. McDonald’s easily topped the list, serving over 295 million ads in the month. Only second-place Quizno’s came close to the 100 million mark, delivering 98 million for March.

TV viewing and online use have increased over the past five years, while usage has stabilized. Consumers say they spend more than ten times as much time with TV and the Internet as they do with print media such as magazines and newspapers. Advertisers continue to spend more on print, with newspapers receiving around three times the expenditure of online.

Money spent on television advertising is still the leader in the marketing mix with advertisers spending four times as much on TV advertising as on all online advertising.

"Neither relatively better targeting nor the increasing availability of branding-friendly rich media and video inventory have led to any demonstrable online cannibalization of TV spending, " said David Card, Vice President and Senior Analyst at JupiterResearch.

"But that’s partly because over half of users’ time online is spent in communications, like e-mail and instant messaging."

While social networks may seem like a good mix of media and communications, advertisers need to use them appropriately. JupiterResearch suggests that brand advertisers should use sponsorships, widgets, or branded microsites within the networks.

"Sponsoring personal-page themes and widgets that entertain or offer exclusive access to content also makes sense for reaching potential brand advocates," said Emily Riley, Analyst at JupiterResearch.

"But it takes a light touch. Marketing can’t be so intrusive that it risks creating negative brand associations."

“The ICM poll of 2,070 people for the BBC found that some 43 percent of Britons who watch video from the Internet or on a mobile device at least once a week said they watched less traditional TV as a result.”

Sounds like the beginning of the end for TV, doesn’t it? But wait

“Online video viewers are still a minority though, with just 9 percent saying they go online regularly to watch clips.”

So, less than 4% of British TV viewers are watching less TV than they used to? That’s hardly a shocking number, in fact, I would have expected this number to be higher.

TV will always be around, at least until online videos figure out how to invade the living room. Watching TV is a social event, with families (especially in England when Corrie comes on) sitting together to watch TV. Watching videos online is a quick fix, something to do while your email is downloading. I’d be interested in seeing numbers on how long the average person spends watching online content compared to TV.

Comments

Tag:

Add to Del.icio.us | Digg | Yahoo! My Web | Furl

Bookmark WebProNews:

Andy Beal is an internet marketing consultant and considered one of the world’s most respected and interactive search engine marketing experts. Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian.

You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com.

For every sign that building relationships with viewers online increases their loyalty to a particular show – which CBS said recently appears to be the case with some of the shows that it has released into the wild on the Internet – there are signs that overall TV viewership levels continue to decline.

What’s also happening, of course, is that any TV watching that is going on is happening very differently. I don’t know how many conversations I’ve had over the last little while with people who not only don’t watch as much TV as they used to, but watch it primarily with the use of a PVR, whenever they want to, and without commercials. All of this requires that TV networks and advertisers think about what they are doing in different ways, as Mike Urlocker points out on his blog.

TV still exists, obviously, and many people continue to like sitting around in groups watching “appointment television” shows like Survivor or Gilmore Girls or whatever (for me it’s Heroes). But it is also increasingly being sliced and diced and served up in a myriad of ways online, through YouTube and Revver and through the websites of the networks. More and more people are watching bits and pieces of shows instead of the whole thing. And as David Brazeal notes, quality doesn’t matter as much as we might like to think it does.

In other words, TV isn’t dying but evolving. What is it evolving into? Who knows. But the TV and the Internet are effectively becoming one thing, just as the Internet and the telephone are becoming one thing, and just as the Internet and the computer are increasingly becoming one thing. George Nimeh has some worthwhile thoughts on the subject too, and my friend Scott Karp from Publishing 2.0 wonders whether all this evolution is really just the video content business eating itself alive. Ian Delaney at TwoPointOuch has also written about it.

Comments

Tag:

Add to Del.icio.us | Digg | Yahoo! My Web | Furl

Bookmark WebProNews:

Mathew Ingram is a
technology writer and blogger for the Globe and Mail, a national
newspaper based in Toronto, and also writes about the Web and media at
www.mathewingram.com/work and www.mathewingram.com/media.