Nielsen Unveils Video Measurement Tool

    May 7, 2007

Nielsen//NetRatings has introduced VideoCensus, a syndicated online video measurement service that combines panel and census research along with data on audience size, demographics, engagement as well as competitive activity.

"We are excited to bring the VideoCensus product to market and pleased with the enthusiastic client response," said Manish Bhatia, executive vice president of NetRatings.

"By harnessing the unique strengths of both panel and Web analytics measurement tools, we have a ‘best of breed’ service that can be used for planning and post analysis on the Internet — something no other information set offers."

The VideoCensus tool allows online video publishers, technology providers and networks to attach a simple piece of code to their video platforms. This code allows NetRatings to collect a census account of video views.

The tool is able to measure all streaming no matter the application or viewing platform. VideoCensus can measure cached content, peer-to peer, programs, and digital rights-managed (DRM) video streams.

Dave Osborn, director of the Nielsen//NetRatings MegaPanel services, said, "Our charge was to build a measurement system that provides rich demographics, pinpoint accuracy and the ability to adapt quickly to meet the changing needs of this evolving marketplace."

"VideoCensus is grounded in media research fundamentals and leverages the technology and accountability afforded by the Internet."

"As an innovator in online video, it’s important that our data be presented accurately in the marketplace," said Julie DeTraglia, vice president of Strategic Digital Research at NBC. "We like the transparency of the VideoCensus methodology because we know exactly what is being measured."

Clients have been using the service since January and reports are available monthly. A new version of the service will be released in January.