/// TV Everywhere’s Counting Problem

May 22, 2012  |  All Things Digital


“TV Everywhere” is supposed to let the traditional TV business hang onto the status quo, by promising viewers they can watch whatever they want, whenever they want it. As long as they keep paying for TV. But even if consumers go for that deal, the TV guys need to make sure that advertisers buy in, too. And that won’t happen until the TV guys can get some basic stuff right. Like counting eyeballs, no matter where they watch a show. That could still take a while. Witness Comcast’s announcement yesterday, made at the cable industry’s annual convention in Boston, that it has been working with Nielsen on a plan to count viewers when they watched video on an iPad*, using Comcast’s Xfinity app. For various technical reasons, this is much harder than you’d think, and the two companies have already been beavering away at this for 18 months.

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TV Everywhere’s Counting Problem


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/// TV Everywhere’s Counting Problem

May 22, 2012  |  All Things Digital


“TV Everywhere” is supposed to let the traditional TV business hang onto the status quo, by promising viewers they can watch whatever they want, whenever they want it. As long as they keep paying for TV. But even if consumers go for that deal, the TV guys need to make sure that advertisers buy in, too. And that won’t happen until the TV guys can get some basic stuff right. Like counting eyeballs, no matter where they watch a show. That could still take a while. Witness Comcast’s announcement yesterday, made at the cable industry’s annual convention in Boston, that it has been working with Nielsen on a plan to count viewers when they watched video on an iPad*, using Comcast’s Xfinity app. For various technical reasons, this is much harder than you’d think, and the two companies have already been beavering away at this for 18 months. Now they’re launching a trial, and Comcast executive Matt Strauss is optimistic they can work the kinks out by 2013, and advertisers could have true “multiplatform measurement.” But that only works if all of the big pay TV providers sign on to the new technology. And the media measurement business is full of different tests and initiatives, all shooting off in different directions. Last week, for instance, Spanish-language powerhouse Univision announced a “video neutral” deal with media buying agency Starcom, which is supposed to mean Univision gets credit for its stuff no matter where anyone watches it. But the announcement describing the deal doesn’t explain how Univision or Starcom will track those eyeballs. Meanwhile Nielsen’s rival eyeball-counter ComScore recently announced that it had its own technology in place to measure mobile devices like phones and tablets. And earlier this year it announced its own “multiscreen research initiative,” where it paired up with AT&T . But ComScore isn’t tracking any traffic on connected devices, like Google TVs, or Apple TVs, or Microsoft Xboxes.

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TV Everywhere’s Counting Problem


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