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Nielsen, NetRatings Inc. Launch TV-Internet Database

Nov 1, 2006  •  Post A Comment

Nielsen Media Research and NetRatings Inc. launched a database Wednesday that combines television viewership information with Internet usage data to allow programmers and marketers to study and capitalize on the relationship between use of the two media.

The National TV/Internet Fusion database uses data from the 30,000-houshold Nielsen National People Meter Sample and the 29,000 panelists in the NetRatings NetView sample.

An early analysis of the fused data shows that heavy Internet users tend to watch more television than light users, that broadcast and cable networks achieve higher ratings among people who visit their Web sites, and that visitors to pure-play Internet Web sites tend to watch less television than average viewers.

“At a time when the importance of the Internet as an advertising vehicle continues to grow and expand with new streaming offerings, it’s particularly important to understand the interaction between these two media,” said Paul Donato, chief research officer for Nielsen Media Research.

“The National TV/Internet Fusion database takes media measurement to a new level,” said Mainak Mazumdar, VP of measurement science for NetRatings. “As streaming content becomes ubiquitous on the Internet, the importance of a combined television and Internet data set is critical for companies competing for the digital customer.”