Nielsen Butts Heads with Researchers over A2/M2

Nielsen ran into trouble yesterday during a regularly scheduled meeting to talk with clients about various initiatives, including one to begin using its live national sample to test simultaneous measurement of both TV and online viewing beginning this fall.

This was not the first time that the initiative to integrate television and internet measurement, known as A2/M2 (anytime anywhere media measurement), was discussed by Nielsen, but it was the first time a group of TV researchers reacted strongly and negatively to the plan, according to MediaPost.

Nielsen plans to use a portion of the accredited, national TV sample that it uses to generate TV ratings to test the new measurement. Some researchers are pointing out that the potential impact of the test is unknown in terms of how it will impact TV ratings. They say that initial tests that were conducted outside the live sample showed that some viewers were resistant about allowing Nielsen to measure their TV and PC viewing.

In fact, so many people said no to the test, which made electronic tracking of web usage mandatory, that Nielsen scaled back the plan, making web tracking optional, writes The New York Times.

If the upcoming test, which will use a sample of 375 households from Nielsen’s national sample of 14,000 households, is successful, Nielsen plans to roll out the initiative in a broader way beginning in July 2009.

Nielsen’s CEO Susan Whiting is said to be determined to push the initiative through. “Television today is no longer a distinct medium, but a form of information and entertainment that connects multiple platforms and reaches audiences at every possible touch point,” the Nielsen website claims. “With our Anytime Anywhere Media Measurement (A2/M2) strategy, we acknowledge again Nielsen’s important responsibility to the television industry. We recognize that a well-measured medium is a more valuable medium. And we understand that our measurements of emerging technologies will help the industry develop new business models.”

Last month, Nielsen and Arbitron announced the cancellation of another measurement initiative, Project Apollo, which was meant to measure the purchase, radio and television habits of 5,000 households. Too few clients wanted to pay for the expensive results.