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Nielsen is expected to announce a new service, one that will use set-top boxes to track people’s TV-viewing habits, as early as today. The service is an attempt to help the company compete with upstarts like TiVo and TNS that offer second-by-second viewing data.
Via a deal with Charter Communications, Nielsen can gather second-by-second data from 320,000 households in Los Angeles, according to the Wall Street Journal. This is the first time Nielsen is offering clients data based on set-top data.
The new service will be useful in offering data on smaller, more niche channels, and on high-definition viewing, Nielsen says. This second-by-second data will eventually be merged with data from its panels and with other Nielsen data, as well as with demographic information from Claritas, for a more holistic look at TV viewers.
The service is expected to be available in the second half of 2008.
Nielsen is continually seeking new ways of measuring not only television viewership, but viewer engagement. With that in mind, it is beginning to explore simultaneous measurement of TV and online viewing with a test this fall. The new measurement, known as A2/M2 (anywhere anytime media measurement), came under fire yesterday during a meeting with clients, as TV researchers questioned the use of Nielsen’s live national sample for the test.
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