Should online viewing be counted the same as TV viewing?

The Coalition for Innovative Media Measurement finally unveiled its membership Thursday morning, and more details of its aims will be outlined in a 1.00 pm. E.S.T press call. Some of the participants say it is wrong to call this group a rival to Nielsen, but until Nielsen is involved how can it not be?The group is being formed with the express notion that whatever media measurement is out there either isn’t working, or isn’t keeping up with changes in viewing habits - and here’s the unspoken piece - is too expensive.

Who’s likely to gain from the existence of the new body? The most obvious winners are the cable and satellite players who own the set top box data which may finally - privacy hurdles willing - have a real market. Other winners may be TiVo or Rentrak, perhaps even Canoe Ventures. Readers feel free to suggest others.

To me, the heart of the matter is whether a viewer of TV content online, or on a mobile phone, can be equated equally with a Nielsen TV rating? Should an advertiser pay the same rate whether I’m watching 30 Rock on Hulu or on NBC? Weigh in with your own feelings in our comments section.

The answer to the question is key for broadcast networks which lost 40% of 18-49 year old live viewers in August, compared to cable networks which were up 2% year on year, according to a Morgan Stanley report out Wednesday. Because of comparisons with the Olympics, NBC was down 73% for the month.

NBC network might be bottom of the pile when it comes to traditional viewing but when one looks at the huge success shows such as 30 Rock and The Office have either in DVR playback or in online viewing or iTunes downloads its easy to see why NBC Universal’s research chief Alan Wurtzel wants to get this particular show on the road.