Nielsen merging TV, Web data

November 02, 2006 The National TV/Internet Fusion database will merge information from television and Internet consumers -- including age, sex, region of country and household income and education -- into a single set of data, allowing broadcast programrs and advertisers to see a comprehensive picture of consumers' TV and online activities. "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 at Nielsen Media Research. The information provided by combining TV network viewership and Web site usage includes an assessment of Internet usage by TV audiences, TV viewership by visitors to specific Web sites and the tracking of changing patterns of media consumption as more broadcast programming and other streaming content becomes available online.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.