As Nielsen faces increasing challenges from other audience-measurement outlets and rising demands from ad agencies and media companies, the ratings monitor is trying to solidify its relationships with clients. To that end, the company is promising more transparency around its methods and plans. As we mentioned last week, a closed-door meeting with 80 clients in person and in a conference call, Nielsen discussed the progress of its “convergence panel,” which will measure viewers across TV and online, one source who attended the conclave told paidContent.
The meeting, which was described to the participants as the first of many, offered only a broad outline on what Nielsen’s approach would be on issues like TV Everywhere, which is being spearheaded by Time Warner (NYSE: TWX) and Comcast (NSDQ: CMCSA) and would allow cable subscribers to access certain premium shows online. For the most part, how Nielsen will handle specific initiatives like that will be dealt with another day. More immediately, says our source, Nielsen will have to deal with the reluctance of many of its TV panel households to add internet meters to their computers for convergent measurements. “About half of Nielsen’s TV households say they don’t want the internet meters,” our source said. “That will be one of the hurdles Nielsen will have to scale.”