Nielsen, Insight Cooperate on VOD Measurement

Aug 7, 2006  •  Post A Comment

Nielsen Media Research will begin collecting data from Insight Communications’ cable TV set-top boxes to help it analyze and report on video-on-demand orders.

The data will become part of Nielsen’s new NORA (Nielsen On Demand Reporting & Analytics) service, the companies said Monday. Until now, VOD usage measurement has been inconsistent, creating difficulties for programmers and advertisers.

“Insight is committed to the growth of the VOD platform, and as such we recognize the importance of accurately measuring customer usage,” said Kevin Dowell, a senior VP of Insight Media. “We believe that partnering with Nielsen will be instrumental in aiding our programming decisions and helping us build out our engagement-based advertising platform.”

Nielsen, whose audience measurements are used to determine commercial pricing and to inform programming decisions, said the new VOD service is part of its plan to provide data on all kinds of video consumption.

“Our objective is to work with all the leading VOD service providers to provide better understanding and report overall consumer viewing preferences in conjunction with other forms of video delivery, including television viewing,” said Holly Leff-Pressman, senior VP and general manager of Nielsen’s on-demand service.