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Nielsen Forms Cross-Platform Partnership
Nielsen and TV sports network ESPN are collaborating to develop a model to measure consumers' use of media across a variety of platforms including TV, the Internet and digital mobile devices.
With a TV network available in 93 million households and 18 million unique web users each month, ESPN will work with Nielsen to provide buyers and sellers of TV advertising with a more complete understanding of the interaction of new digital platforms with traditional TV viewing.
The ESPN-Nielsen initiative, which has been put together by the recently launched NielsenConnect division (www.mrweb.com/drno/news6781.htm ), will:- Deploy Nielsen's TV/Internet Convergence Panel - a sample of around 1,000 households that measure TV and Internet use within the same home
- Link together research data from Nielsen Mobile (www.mrweb.com/drno/news7445.htm ) and other measurement sources to evaluate cross-media usage
- Provide the opportunity for ESPN advertisers to study insights about their advertising on ESPN platforms.
NielsenConnect CEO Jon Mandel remarked that ESPN's mission to serve sports fans any time, anywhere and via any device is a 'great fit' with NielsenConnect's capabilities.
As part of the initiative, Nielsen will link its television and Internet measurement to the ESPN Sports Poll - a syndicated tracking survey of US adults and teenagers that monitors general fan profiles, viewing habits, event attendance and sports industry trends.
To measure the impact of ESPN content on mobile devices, Nielsen will also combine its existing TV/Internet integration product with data from its Telephia service (www.mrweb.com/drno/news7162.htm ), which measures mobile web and mobile video usage.
Artie Bulgrin, ESPN's Senior VP of Research and Sales Development, says he believes that the partnership will 'forge new ground' in providing insight for the firm's advertisers.
Launch of the syndicated service is projected to take place in April 2008, and will include both summary level data reports, as well as access to respondent level data for more detailed analysis.
Web sites: www.nielsen.com and http://espn.go.com .
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