Nielsen’s TV Panel To Measure Online Video
Nielsen said it plans to "introduce measurement of TV viewing on the PC screen in our TV panel by the end of 2008."
Nielsen’s plan is to measure all types of video viewing from traditional TV to mobile phones or iPods. The number of online video viewers is estimated to increase to 183 million in 2011 compared with 114 million in 2006, according to eMarketer.
"The clients want it," said Jim O’Hara, president of media product leadership for Nielsen, AdAge reported. "Our ultimate goal will be to bring full Internet measurement to the TV panel for both streaming and navigation."
Nielsen admits there will be obstacles to overcome, "we conducted research into, among other things, whether former TV panelists would permit us to install meters on their computers. The level of Internet usage measured included all forms of video streaming and website navigation," Nielsen said in a letter to clients.
"Out of 98 eligible households, 44 agreed to participate in the Internet measurement." Those that declined," told us that although they trusted Nielsen to maintain their confidentiality with TV measurement, they felt computer data is more personal and personally identifiable than TV data."
Nielsen it is on track to deploy the technology with its TV panelists in the third or fourth quarter of 2008. The company believes its panel will grow to around 20,000 homes including about 60,000 people by the end of 2009. Currently it has around 14,000 homes with about 32,000 people.