ESPN, Nielsen Team Up

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ESPN and Nielsen Co. announced Wednesday a collaboration to develop a system of audience measurement for television, the Internet, and digital phones.

“This will enable buyers and sellers of television advertising to understand more completely the interaction of new digital platforms with traditional television viewing,” according to Nielsen.


The experiment will center around a panel of consumers who visit the ESPN Web site and watch the sports-oriented cable TV channel. Also, Nielsen Mobile will provide data about the consumers’ cross-media usage. Several ESPN advertisers will have access to the study results to see what insights it delivers about their advertising on ESPN platforms.


ESPN, a joint venture majority owned by Burbank-based Walt Disney Co., has a strong presence both on TV and online. Its cable network reaches 93 million households and its Web site attracts about 18 million unique visitors per month.

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