Nielsen Launches TV/Web Fusion Database

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Originally Posted by This Week's Weekly Advertiser Intelligence Update

In its monthly update letter to clients, Nielsen Media Research Monday reported the launch of its national TV/Internet fusion database, allowing TV advertisers and programmers the ability to study and capitalize on the growing relationship between TV and Internet use. The research firm, owned by Mediaweek parent VNU, also provided a status report on other new media measurement initiatives, including streaming media measurement and iPod use.

The TV/Internet database combined Nielsen’s national people meter sample of more than 30,000 respondents with Nielsen NetRatings sample of 27,000 in-home participants. Using a research process known as fusion, panelists of both research services are matched based on common demographics such as age, sex, household income, education and region to provide a profile of consumers’ TV and online activities.

Full article: Media Week