In a world of electronic entertainment and advertising marvels, it seems amazing to
Marketing Blurb that Nielsen is still able to sell their television rating service base on viewer self-reporting diaries. Everyone in the industry agrees, and Nielsen Media Research finally announced a modernization plan to get with the program. Speed is apparently not a consideration, since Nielsen will not phase out the old diary system until 2011. Details of the program are sketchy, but Nielsen is expected to launch technology to directly measure broadcast viewer ship in public venues like bars, offices, and hotels. The first phase will include measurement of iPod video and cell phones over the next two years.
Marketing Blurb will boldly say that if you want to know the effectiveness of television advertising, use direct response television—otherwise you are just branding and not selling.
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