It will be years, not months, before the media industry...
It will be years, not months, before the media industry agrees on a way to measure cross-platform audiences for TV and Internet, Bernstein analyst Todd Juenger wrote in a note to investors. Nielsen and an ad agency said March 19…
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that they were working on such a product. First, it won’t work to simply measure the Internet usage of Nielsen TV panelists, he said. “The TV panel is too small and there is great fear of unintentionally causing changes in the TV ratings,” he said. Moreover, panel-based and direct measurement of Internet audiences has been insufficient at providing accurate reach, frequency and gross rating points metrics, he said. Nielsen’s Online Campaign Ratings already probably require a layer of so-called “data fusion” and statistical modeling to arrive at its Internet ratings data, Juenger said. Cross platform ratings will require even further fusion and modeling, he said. “Needless to say, it will take a long time for marketers (and us) to trust this data,” he said.