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FEB 26

Nielsen Looks Beyond TV, and Hits Roadblocks

As television watching has waned as a component of media consumption, Nielsen wants households to let it eavesdrop on its Web surfing and cellphone use.

New York Times, February 26, 2008 — Being part of a “Nielsen household” has long been a point of pride for people whose television habits are monitored by the Nielsen Company. In exchange for token compensation, these viewers know that their personal taste influences Hollywood and Madison Avenue.

But now that Nielsen wants households to let it eavesdrop on many more activities — from Web surfing to cellphone use — how far will people open their doors?

As television watching has waned as a component of media consumption, Nielsen has been trying to retool the way it collects ratings, to keep the figures relevant to the advertisers and media companies that are its clients.

Categories: New Media Marketing, Marketing Effectiveness
Tags: Nielsen, Media Measurement

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