Tepid Reception for Nielsen’s New Digital Viewing Plans

30 July 2004

No stranger to controversial issues, Nielsen Media Research is preparing to meet with agencies and broadcasters over plans to include digital video recording measurements in its analysis of TV viewing habits.

Nielsen hopes to offer live viewing figures with and without DVR playback data. Following an initial launch in local metered markets next spring, the measurement system will reach national coverage by the summer.

But agencies and cable companies have yet to fully determine the demand for such data and Nielsen's strategy for digital measurement is seen as perplexing by Publicis Groupe's vp and director of insights and analytics, Richard Fielding: "My view is that I don't get a sense the industry has fully understood the implications."

Once DVR measurement is in place, many advertising buyers expect the agencies to bear the brunt of the change, accommodating higher costs for programs containing DVR playback.

Others view the progress in a more positive light, believing that the development is: "part of Nielsen having to pay attention to trends in the marketplace", and that it can't come fast enough.

Data sourced from: AdAge.com; additional content by WARC staff