NBC Universal, Nielsen Team Up on Fusion
New Ratings Metric to Correlate Viewing Habits On-Air, Online with Purchasing Behavior
By John Eggerton -- Broadcasting & Cable, 6/2/2008 10:44:00 AM
NBC Universal is teaming up with Nielsen on a new ratings metric that could wind up helping the competition.
The two companies said they were combining their research forces to come up with a new measure, tabbed Fusion, which would correlate viewing habits on-air and online with purchasing behavior to get a better handle on return on investment.
NBCU's goal is to give advertisers an easier read on how effective their ad spending is across the company's various platforms. Nielsen gets the benefit of NBCU’s research and insight.
Advertisers have been pushing for more information on the value of their ad dollar in an increasingly fragmented and time-shifted video marketplace.
The new "fusion" of data will include TV ratings, streaming-video measurement and consumer purchasing activity in key categories including automotive, packaged goods and pharmaceuticals.
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This sounds a lot like the recently abandoned Project Apollo, which aimed to measure TV and radio consumption with Portable People Meters and relate those measures to product purchases. This new venture seems like the same project with the substitution of streaming video measurement for radio measurement.
Tom Ksiazek - 6/3/2008 10:59:00 AM EDT
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