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A council headed by research giant Nielsen has invited research companies to propose new methods for measuring TV audiences based on viewing gleaned from digital set-top boxes.
Proposals should be received by the council by Sept. 12, and a study of the research will be completed by Jan. 15, 2009.
The council has received more than $12 million in funding from Nielsen; so far, it has given a $3.5 million grant to Ball State University’s Center for Media Design for a comprehensive observational study of how people use media, according to MediaPost.
Research companies have been seeking ways to discover whether using set-top data to determine television viewership is viable. Some believe that looking at data based on actual TV viewing is more effective than Nielsen’s current method based on samples of audiences reporting via diaries or meters. TNS has begun developing such a system, and other groups, from Google to Starcom MediaVest, have begun licensing data in order to give clients a new view of television viewing.
But set-top data has its problems, namely that viewers do not represent the entire TV viewing population but only those who receive a signal via a digital set-top device.
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