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Nielsen Finally Asked to Go Away?
June 19, 2006
When I read the headline I was as excited as a young boy on Christmas morn': Google's Next Rival: Nielsen Media Research. Surely the Google juggernaut would finally drive a stake through the mythical Gross Ratings Point (GRP) old media uses to protect its medieval villages from knowledge of the shape of Earth.
I was not to be disappointed; Google's vision is one that would make even the most ardent Nielsen fan run for the hills with a lighted torch:
Here's how it works. Plop down on the couch with your laptop and tune into Survivor. Using an audio signature, your computer knows what you're watching and delivers real-time information on the contestants, a chat room for fans to discuss, and an advertisement for a local camping store. The paper's presenters say the technology only notes what's on television and does not "overhear" conversations.
If you shrug off the creepiness of the overhearing conversations part, you notice that Nielsen may be in the typical came-to-a-gunfight-with-a-shiny-sword scenario:
The rich, real-time data Google will collect and provide to television networks to base advertising prices could obliterate Nielsen's offerings of quarterly randomly selected household results, which are sometimes, in more rural markets, still collected via pen and paper diaries.
I'm betting Google will collect more data than that of Nielsen's famed 5,100 households:
Google's viewer data would involve not just what program where and how many people are most likely watching, but what, how many, why, when, and how everyone is watching, what they are saying about it, and which ads get the most distance.
G, think that might be a bit more accurate tha the current 5,100 abaci to be couted?
see all posts by John Lustina
posted by John Lustina at June 19, 2006 10:45 PM
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