Count marketing analytics firm 605 among the number of firms that hope to fill in some of the gaps in measuring video audiences as more companies press for alternatives to the current standard, Nie…
and the Media Rating Council removing its accreditation of Nielsen’s national ratings service. That has opened a window for the media industry to start experimenting with new measurement concepts.
Audiences have already become more difficult to track. More viewers are watching TV through broadband delivery at times of their own choosing, giving rise to smaller groups with discrete purchasing characteristics. Nielsen has long tracked total viewership and broken it down according to age and gender characteristics. But Madison Avenue is calling out for more reliable measures built around purchase intent and product affinity.
Nielsen has told clients it realizes it needs to move faster, and is already at work on a new system that will count audiences across linear and digital viewing windows. Nielsen recently announced it intends of audiences for commercial breaks and instead track the viewership of individual ads across various media venues.
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