WebProNews

Nielsen and ESPN are partnering to create a model to measure people's use of media on a number of platforms including television, the Internet and mobile devices.

The partnership aims to create a picture of how audiences interact between media platforms and how exposure to a specific platform drives users to another platform. The partnership will use Nielsen's TV/ Internet convergence panel to measure TV and Internet use in the same home along with data from Nielsen Mobile.

By measuring data from all three of ESPN's platforms the company will be able to compare the reach of its television, Internet and mobile platforms. The partnership will enable ESPN to measure overlap and determine how many people use all three platforms.

The Nielsen panel will also examine how TV promotions bring people online and how online promotions direct people to watch ESPN programming. The panel will measure the amount of hours of TV and Internet usage per week along with time of day for specific demographics.

A number of ESPN advertisers will participate in the program to gain better insight about their advertising on ESPN platforms.

"This ESPN Nielsen initiative will forge new ground in cross-media measurement solutions, allow us to further understand user behavior and provide valuable insight for our advertisers," said Artie Bulgrin, senior vice president, research and sales development.