MLB Advanced Media CEO Bob Bowman, frustrated by what he sees as underreporting by Nielsen Online, wants the Audit Bureau of Circulations to urge ABC to create a “reliable audit-based system,” similar to those already in place for newspapers and magazines. Bowman told Sports Business Daily (sub. req.): “We’re getting better acknowledgment that the current system is simply horrendous and rife with massive errors. So the question I posed is whether the ABC can do what they’ve done for newspapers, other periodicals, in developing a reliable audit-based system, one that’s relatively inexpensive, accessible, and importantly, one that will be embraced and supported by the advertising community. I sensed a great deal of sympathy, so we’ll see where it goes.” He gave one of the keynotes at ABC’s annual conference in Chicago this week.

Bowman hopes to arrange a meeting between ABC execs and Omniture, one of the services MLBAM uses to track traffic.