Blog Post

Microsoft and Nielsen Partner for 1 vs. 100 Measurement

We’re big fans of the way the Microsoft (s MSFT) Xbox LIVE game show 1 vs. 100 blurs the lines between TV and gaming. As the second season of 1 vs. 100 starts today (at 5 p.m. PT! Rush home and get in the mob!), it will have an added twist that makes this endeavor even more unique — measurement.

The folks in Redmond are teaming up with Nielsen to track how many people are playing (and checking out the ads). From a post on the Microsoft Advertising Community blog post:

The Xbox LIVE advertising group has teamed up with the Nielsen Company to launch a pilot test, beginning with Season 2 of 1 vs. 100, to obtain content, channel and ad specific metrics and identify who was playing the game and saw a particular advertisement. This is the first time content delivered through a video game console network will be capable of being measured by Nielsen’s television, online and video game metering technologies, such as the Nielsen people meter. Our goal is to ultimately provide advertisers with concrete Gross Rating Points (GRPs) and Targeted Rating Points (TRPs) to maximize their media spend.

Given that Microsoft said that it got up to 200,000 players each of the two nights the show aired per week during season one, it’ll be interesting how that number a.) does in season two and b.) compares with what a third-party research firm like Nielsen says. Of course, if Nielsen reports big numbers, Microsoft can charge more for in-game ads.

For more on why we think 1 vs. 100 is a good indicator of where hybrid media is heading, check out Liz’s Long View article on the topic over at our subscription research service, GigaOM Pro.