MediaWeek: Nielsen, Activision Announce In-Game Ad Test

Nielsen, seeking to defend its media measurement dominance, partnered with game maker Activision to test out in-game advertising measurement methods. The move comes after two independent firms have already announced advergaming ad networks, allowing for internet-like measurement of in-game ad impressions. The Nielsen test, to be fielded through the end of this year, involves coding games with inaudible sounds that will be measured by a Nielsen box. They will then measure brand awareness and recall to compare that to measured ad exposure.