Nielsen to combine TV, online ratings

Variety reports: The major broadcast and cable nets should take a big step forward in monetizing Internet viewing of full-length programs this fall. That's when Nielsen intends to introduce a service that will combine TV and online viewing of shows into a single rating. Network execs have been pushing Nielsen to come up with a cumed rating they could present to advertisers that adds online viewing into ratings that track viewing done live and via DVR (within three to seven days of the premiere telecast).

As more viewers watch TV shows via Web streaming online, net execs have gnashed their teeth at the lost income potential as online viewing eats away at ratings for the traditional telecasts. Even though most legal online offerings of TV shows have embedded advertising, those online spots aren't nearly as valuable to the nets as they would be if online viewing stats were factored into a cumed rating.

There's one wrinkle to the Nielsen rating plan, however, that could spur a major change in the way nets offer programs online. For Web viewing to be included in what Nielsen is calling its "Extended Screen" reporting service, the online episodes have to carry the exact same commercials that run in a TV telecast. For the past few years, online airings of TV shows typically have carried a quarter or fewer of the spots included in a traditional TV airing, and the online runs often draw different sponsors.

At present, Nielsen's new service would not factor in online viewing done via Hulu, which has become the dominant online vid service for full-length segs, nor would it capture viewing done via ABC.com or other net websites.

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