MediaBuyerPlanner: Nielsen’s new NielsenConnect division has inked a deal with ESPN that will include measurement of television, the internet and digital mobile devices in order to offer a unified picture of how people are watching video across multiple platforms.
The deal, which is perhaps the biggest for the NielsenConnect division since it launched early this year, may offer an answer the question of whether the internet audience is additive or duplicative of the on-air audience, writes Mediaweek.
The deal will use data from Nielsen Mobile, NetRatings and the company’s new TV/Internet Convergence panel in order to understand how viewers interact with the ESPN brand across platforms. It will also help Nielsen understand how to develop cross-media measurement.
The result, for Nielsen, is expected to be a new syndicated service that will include both summary level data reports and access to respondent level data for detailed analysis, according to MediaPost. It is expected to launch in April 2008, according to Nielsen insiders.
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- Nielsen Growth to Come from Interactive Measurement
- NielsenConnect Cross-Discipline Initiative Launches
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