Categories
Business Economic Technic

Nielsen delays DVR metrics, funds new research

<![CDATA[MediaPost Publications Home of MediaDailyNews, MEDIA and OMMA Magazines: IN AN EFFORT TO DEFUSE mounting industry pressure for independent, third party research to make its TV ratings methods more accountable, Nielsen today will announce a plan to fund $2.5 million in methodological research on TV audience measurement. In a separate, but equally significant move, Nielsen […]

<![CDATA[MediaPost Publications Home of MediaDailyNews, MEDIA and OMMA Magazines:

IN AN EFFORT TO DEFUSE mounting industry pressure for independent, third party research to make its TV ratings methods more accountable, Nielsen today will announce a plan to fund $2.5 million in methodological research on TV audience measurement. In a separate, but equally significant move, Nielsen will inform clients it is delaying measurement of digital video recorder (DVR) households until 2006. The two bombshells are part of a series of announcements that will set a new agenda for TV audience measurement into the foreseeable future.

There is a desire to just launch measurement, but when media buyers see that there is still much research to do they balk. Positioning new metrics systems as nascent research efforts actually makes sense to potential customers, because they recognize that if they participate in defining new metrics they will be in an important position to shape value in new media metrics.]]>