Nielsen to unveil next generation TV meters

Nielsen has begun informing clients of a major initiative to develop new audience meters and digital tracking codes that could begin replacing its current meters as soon as 2014.  The GTAM intiative, which stands for Global Television Audience Metering, includes the development of four new audience metering technologies designed to deal with the challenges involved in measuring the viewing behavior of contemporary consumer households.

The initiative is significant for several reasons, including the fact that it is a major reaffirmation of Nielsen’s strategy for basing audience measurement around in-home viewing, although some components of the GTAM initiative will make it easier for Nielsen to incorporate mobile, wireless and Internet-based video audience exposure as well.

Read More at MediaPost.com

Category: 
Announcement
Industry: 
Media