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ESPN Samples Nielsen’s Cross-Media Measurement Unit

Oct 17, 2007  •  Post A Comment

ESPN has become the first customer for the Nielsen Co.’s new cross-media measurement from its NielsenConnect unit.
The cable network will work with Nielsen in an effort to better understand the interaction of new digital platforms with traditional TV viewing.
By creating a “fusion” of several new and existing Nielsen measurement systems with data from ESPN’s SportsPoll tracking service, ESPN will be able for the first time to measure the unduplicated reach of ESPN video on traditional television, ESPN.com and ESPN mobile. It also will be able to measure the overlap to determine, for example, how many ESPN users use all three platforms.
The project will employ Nielsen’s TV/Internet convergence panel, which is being assembled to measure TV and Internet use within the same home. It also will link together research data from Nielsen Mobile and other measurement sources to evaluate cross-media usage.
The panel will measure the impact of TV promotions on driving people to the Internet and of Internet promotions driving users to watch ESPN programs. It also will gauge the number of hours of TV and Internet usage per week, in total and by time of day for any specific demographic or viewer type. Also, it will examine simultaneous media usage across various combinations, such as viewing TV and streaming.
Several ESPN advertisers will be involved in the research to get better insights about their advertising on ESPN platforms.
“This ESPN Nielsen initiative will forge new ground in cross-media measurement solutions, allow us to further understand user behavior and provide valuable insight for our advertisers,” said Artie Bulgrin, senior vice president, research and sales development.
“ESPN is a true multimedia company, with a mission to serve sports fans any time, anywhere and via any device. That makes it a great fit for our capabilities, which provide unique insights into the fast-changing habits of today’s media users,” said Jon Mandel, CEO of NielsenConnect.

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