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My kingdom for a metric: measuring online video - June 3, 2008

The search for the digital Holy Grail--a new metric that will allow programmers and advertisers to put a consistent value on online video play--continues. NBC Universal today is unveiling a new agreement with Nielsen to use Nielsen's "fusion" audience measurement system to try to track consumer behavior across broadcast and broadband platforms. The companies will collaborate on developing a new "rating" metric based on the data. Whether anyone else will put any faith in the new metric is another question.

From today's press release:

The collaboration between Nielsen, the country’s largest provider of consumer data, and NBC Universal, one of Nielsen’s biggest customers, is designed to move advertising sales beyond traditional demographic data and further the development of a new sales and marketing metric that clients can use for planning and Return on Investment (ROI) evaluation.

“Our ultimate objective is to make our sales and marketing partners as effective as possible in using the various platforms which NBC Universal offers,” said Wurtzel. “In this case, the development of the fusion metrics will enable us to more accurately pair NBC Universal’s unique media properties with high-value consumers for our advertisers.“

“By combining the power of Nielsen’s unique research capabilities with the insight of a significant media client like NBC Universal, we can help develop a new metric which will ultimately benefit all of Nielsen’s customers,” added Mandel.

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