ESPN, Nielsen Media Team for New Viewership Metric

ESPN and Nielsen Media are developing a new metric to measure viewership across all media. That means ESPN is preparing to go to advertisers with ratings that show how many people are watching specific content on television, the Internet and mobile devices. The collaboration will debut Nielsen's TV/Internet convergence panel. Nielsen will measure the sample's TV watching via People Meters, Internet activity via Nielsen NetRatings and mobile activity via Nielsen Mobile. ESPN will use the panel to study the impact of TV promotions on driving people to the Internet and vice-versa. It also will find out the number of hours of TV and Internet usage per week in total and by time of day for any demographic. ESPN expects the panel will allow it to measure the unduplicated reach of its TV, ESPN.com and mobile programming; the overlap of the platforms; and figure out which demographics are using the various platforms.
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