Nielsen and NetRatings Launch National TV/Internet Fusion Database
02 November 2006 - 3:32AM
PR Newswire (US)
New Integrated Service Lets Advertisers, Programmers, Online
Publishers and Ad Agencies Capitalize on the Relationship between
Television and the Internet NEW YORK, Nov. 1 /PRNewswire/ --
Nielsen Media Research and NetRatings, Inc. today announced the
launch of their National TV/Internet Fusion database. This product
merges information from television and Internet panels into a
single dataset, and allows television programmers and advertisers
to study and capitalize on the relationship between television and
Internet use. The new service is the first deliverable being
developed through Nielsen's Anytime Anywhere Media Measurement
(A2/M2) initiative. This groundbreaking resource combines Nielsen's
National People Meter sample of more than 30,000 respondents with
NetRatings' NetView sample, which electronically tracks Internet
use of approximately 29,000 panelists from homes and businesses.
The fused database uses panelist information, including age, sex,
household income, household education and region of country, to
link the two databases, thereby providing a comprehensive picture
of consumers' TV and online activities. The National TV/Internet
Fusion database serves as a springboard toward the development of a
single-sample Internet/television panel. In November, Nielsen Media
Research will begin a test to identify the potential impact of
Internet measurement on television panel-quality metrics,
installing software meters -- including NetRatings' patented
metering technology -- on the laptops and personal computers of
test homes installed with Nielsen People Meters. The company plans
to fully deploy the meters during the 2007-2008 television season,
assuming successful test results. "At a time when the importance of
the Internet as an advertising vehicle continues to grow and expand
with new streaming offerings, it's particularly important to
understand the interaction between these two media," said Paul
Donato, chief research officer at Nielsen Media Research. "The
National TV/Internet Fusion database is an advanced multi-platform
measurement service that offers advertisers, agencies and media
companies an unparalleled view of this expanding relationship; and
it represents a critical element in Nielsen's commitment to measure
television wherever and however it is viewed." Mainak Mazumdar,
vice president, measurement science for NetRatings, added, "The
National TV/Internet Fusion database takes media measurement to a
new level. As streaming content becomes ubiquitous on the Internet,
the importance of a combined television and internet data set is
critical for companies competing for the digital consumer."
Integrating Samples to Provide Critical Insights The new service
links detailed data electronically collected from two of the
industry's leading sources of media measurement: * The Nielsen
Media Research National People Meter sample of approximately 30,000
persons in 10,000 households, whose audience estimates reflect
minute-by-minute, in-home viewing for all national television
program sources. * Nielsen//NetRatings' NetView panel, which
measures Internet behavior in real time from a representative home
and work panel of more than 29,000 persons. By reporting both
national TV network viewership and web site usage in a single data
set, the National TV/Internet Fusion database can provide media and
advertising clients with a broad range of analysis, including: *
Assessment of Internet usage by TV audiences, including visits to
media company web sites by viewers to their network. * TV
viewership by visitors to specific websites. * Quantification of
the unduplicated reach of television sources and Internet web
sites. * Segmentation of audiences to identify and target specific
interest groups. * Tracking of changing patterns of media
consumption as more TV programming and other streaming content
becomes available online. * Improved measurement of the reach and
frequency of combined TV/Internet campaigns. Analysis of April 2006
Fused Data In conjunction with the launch of the new service, the
companies have produced a research report of their April 2006 fused
data, based on time spent watching television and usage of more
than 2,000 ad-supported web sites. Included in the key findings: *
The analysis of the intersection of television and Internet
quintiles reports that 40% of the US 2+ population are more
television-centric, 24% are more Internet-centric, and 15% are
equally heavy users of TV and the Internet (the remaining portion
of the population are light users of both media). * Heavy Internet
users also tend to watch more television than do light Internet
users. * Broadcast and cable networks achieve higher ratings among
people who visit their websites, however this relationship differs
greatly by demographic and program genre. * Visitors to pure-play
Internet web sites tend to watch less television than average
viewers. * Mixed media schedule analyses allow detailed evaluation
of the contribution of TV and Internet to a campaign. For more
detail about these results please see:
http://www.nielsenmedia.com/nc/nmr_portal/pubdoc?guid=0a42b3501316e010VgnVCM10
0000ac0a260aRCRD About Nielsen Media Research Nielsen Media
Research is the world's leading provider of television audience
measurement and related services. In the United States, Nielsen's
National People Meter Service provides audience estimates for all
national program sources, including broadcast networks, Spanish
language networks and national syndicators. Local ratings estimates
are produced for television stations, regional cable networks,
MSOs, cable interconnects and Spanish language stations in each of
the 210 television markets in the U.S., including electronic
metered service in 56 markets. Nielsen Media Research, is part of
VNU Media Measurement & Information, a global information and
media company with leading market positions and recognized brands
in marketing information (AC Nielsen) media information (Nielsen
Media Research), business publications (Billboard, The Hollywood
Reporter, Computing, Intermediair) and trade shows. The privately
held company is active in more than 100 countries, with
headquarters in Haarlem, the Netherlands and New York, USA. VNU
employs nearly 41,000 people. For more information, visit
http://www.vnu.com/. About NetRatings, Inc NetRatings, Inc.
(NASDAQ:NTRT) delivers leading Internet media and market research
solutions, marketed globally under the Nielsen//NetRatings brand.
With high quality, technology-driven products and services,
Nielsen//NetRatings is the global standard for Internet audience
measurement and premier source for online advertising intelligence,
enabling clients to make informed business decisions regarding
their Internet and digital strategies. The Nielsen//NetRatings
portfolio includes panel-based and sitecentric Internet audience
measurement services, online advertising intelligence, user
lifestyle and demographic data, e-commerce and transaction metrics,
and custom data, research and analysis. For more information,
please visit http://www.nielsen-netratings.com/. DATASOURCE:
Nielsen Media Research CONTACT: Gary Holmes of Nielsen Media
Research, +1-646-654-8975; or Susan Hickey of NetRatings,
+1-212-703-5909 Web site: http://www.nielsenmedia.com/
http://www.nielsen-netratings.com/ http://www.vnu.com/
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