Google And Nielsen To Offer Advertisers Real-Time TV Audience Measurement Data
By David Kaplan - Wed 24 Oct 2007 04:28 AM PST
Google (NSDQ: GOOG) has struck a multi-year partnership with The Nielsen Company that includes providing advertisers a real-time picture of TV viewers watching habits. The deal brings together Nielsen’s demographic data with the information Google gleans from set-top boxes as part of its existing relationship with EchoStar (NSDQ: DISH). The earlier alliance is the foundation of Google TV Ads, the internet giant’s online platform for buying, selling, measuring and delivering TV ads. The platform, which has been operating since May, includes ad inventory across hundreds of channels and all dayparts.
The main selling point of Google TV Ads is the ability to report second-by-second set-top box data so advertisers can tell whether or not an ad has been skipped (Google can only tell when the TV was on during a commercial, but, obviously, not whether it was actually being viewed). By marrying that data from Nielsen’s TV ratings panels, Google TV Ads will be able to tell advertisers what the demographic composition of the audience.
That’s only the first step; Google and Nielsen are looking at other media they can measure online. Additional details of the agreement were not disclosed. Release
-- NYT: Nielsen recently began rating blocks of TV ads, and the numbers have shown that some viewers — particularly those with DVRs — turn the channel or fast-forward during commercial breaks. But those measurements take several weeks to gather and do not provide advertisers with feedback on single spots. At the moment, Google TV Ads is still in beta and involves only a small number of advertisers. And while EchoStar’s Dish network has only 13 million subscribers, media buyers agree it’s simply a matter of time before cable companies sign on with Google as well.
-- AP: The terms of the deal call for Google to pay Nielsen an undisclosed amount for use of its demographic info.
Posted in: Advertising, Companies, Google, Information, Metrics, Media, TV
Tags: nielsen,
