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ESPN and Nielsen developing cross-platform metrics model

Posted on: 10/22/2007

From AdAge.com: “The proliferation of new media has made tracking consumer behavior more difficult than ever, but ESPN and Nielsen Co. are joining together to do just that.

“Hoping to help TV advertisers understand how commercials on TV and various digital platforms drive consumer behavior and marketing results, the two parties are working to develop a new audience-measurement model that will stretch across online, mobile and other emerging media…

“The initial goal is to monitor audiences and measure reaction… The panel aims to measure the impact of TV promotions in driving people to the internet and of web promotions driving people to ESPN programs, and examine new kinds of media use, such as viewing TV and web-streamed content at the same time…

“The system should eventually give ESPN — and other media outlets, presumably — the ability to measure unduplicated audience reach of its properties, measure the overlap across the different media and break down demographic and market composition of audiences.”

Read this entire article from AdAge online here.

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  1. testing

    brian · Oct 23, 06:18 AM · #

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