Nielsen merging TV, Web data


Nielsen Media Research and NetRatings said Wednesday that they are launching a service showing the correlation between TV and Internet use.

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 programmers and advertisers to see a comprehensive picture of consumers' TV and online activities.

It is the first service to be developed through Nielsen's Anytime Anywhere Media Measurement initiative.

"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 database combines Nielsen's National People Meter sample of more than 30,000 respondents with NetRatings' NetView sample that electronically tracks the Internet use of about 29,000 panelists from homes and businesses.

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.

In conjunction with the launch, the companies have produced a research report from April that shows findings based on time spent watching television and usage of more than 2,000 ad-supported Web sites.

Nielsen Media Research is owned by VNU Group, parent company of The Hollywood Reporter.