Starting this fall, Nielsen intends to start making available data that take into account viewing of commercials that run in a particular show, no matter whether they are seen online or on TV. The data will be made available for evaluation starting this September and are intended to become the basis for ad negotiations in February 2011.
Receptional
7:10 am on Feb 9, 2010 (gmt 0)
Sounds like Nielsen have considerable tracking issues connected with that idea. The article suggests that the tracking depends on everyone watching the program at the same time... That has to be unlikely in an on demand society, except maybe in News and Sport.
Some serious maths needs to be demonstrated to be able to show a correlation in brand uplift from a distributed video advert directly.
