Whiting

Nielsen's top priority for the next two years or so is to understand the connection between TV and the internet - and it will introduce a new method for measuring TV programming viewd online, reports MediaPost, quoting Nielsen CEO Susan Whiting, who was speaking at the Association of National Advertisers Television Advertising Forum. She did not elaborate, but referred to Nielsen's new "portfolio" measurement concept.

That strategy refers to the idea of "following the video" across all platforms that TV programming is being and will be viewed on. According to an insider, the internet measurement solution would be made via a "software meter" installed in devices people use to watch TV content via the internet.

Whiting said all its methods would continue to be "connected to a sample," referring to what differentiates it from other firms: sample-based measurement, which has ensured its dominance in the TV ratings game.