Enhanced panel reports on more than 30,000 Web sites and includes more than 230,000 panelists; delivers major innovations in quality and depth
New York, NY – July 13, 2009 – The Nielsen Company today announced the launch of the industry’s
most advanced panel and platform for measuring Internet audiences. The new panel increases
Nielsen’s measurement of Web sites from 3,000 to more than 30,000, provides better representation
of Hispanics, teens, and cell phone-only households, and improves coverage of multiple personal
computers in households.
The new Internet measurement panel is more than eight times larger than Nielsen’s previous sample.
The enhanced platform employs innovative panel calibration techniques, including the use of
Nielsen’s TV/Internet convergence panel, providing more coverage of hard-to-measure Internet
users. With this launch, Nielsen is introducing the largest panel for online audience measurement in
the U.S., making it significantly more representative of the entire Internet population.
“There is incredible demand for more accurate, reliable and high-quality Web audience measurement.
Nielsen’s new panel is a huge leap forward in measurement to address that need,” said John
Burbank, CEO of Nielsen’s online division. “Nielsen continues to strive to provide clients and the
industry with the best, most insightful research possible. This enhanced platform enables us to do just
that. One of the most exciting things about this new methodology is by including Nielsen’s TV/Internet
convergence panel for online audience reporting, we are laying the foundation for better future crossplatform
measurement.”
Greater Granularity and Deeper Demographics
Nielsen’s underlying methodology for this expanded panel is already in use in eight international
markets. Now the U.S. market will benefit from this deeper level of analysis, including better
demographic granularity and Reach/Frequency analysis—supporting more sophisticated media
planning capabilities and enabling better targeting of online consumers.
This new panel and measurement approach is the result of significant Nielsen Company investment
in developing more transparent and innovative research methodologies and the culmination of
months of close collaboration with clients and the Media Ratings Council (MRC).
Internet audience measurement data reflecting the new panel is now available with the July 11 "data
of record" release of Nielsen`s NetView, VideoCensus, search and online retail measurement
services.
Client Response
Judit Nagy, VP of Research, Fox Audience Network:
"Nielsen`s methodology enhancements will deliver an improved level of reporting of all key online
metrics and online entities, and—most importantly—serve as the basis for a more comprehensive
360-degree multimedia measurement toolset. Nielsen`s unique market position, which allows the
measurement of consumer behavior on platforms such as television, mobile and—now to a larger
extent—online, gives them a great opportunity to track the ever-changing media landscape. This is a
much awaited and much appreciated upgrade from Nielsen."
John Neitzel, Group Research Manager, Microsoft Advertising:
“We are excited to see Nielsen take this leap forward in the evolution of online measurement. In
combination with increasing the number of sites, the new audience methodology will help ensure that
a truly representative panel of the Internet is being measured, which can help improve online
advertising effectiveness.”
Yaakov Kimelfeld, Ph.D., SVP, Digital Research and Analytics Director, MediaVest Worldwide:
“This enhanced methodology builds on Nielsen’s trademark approach of combining methodological
rigor with creativity and innovation. It is the right tool for advertisers and agencies to navigate the
brave new world of media fragmentation and increasingly complex interactions between novel
creative formats and groundbreaking distribution platforms. This release gives us the rich data for
both media planning and campaign effectiveness analyses we need—we fully expect to gain fresh indepth
insights into online behaviors and to uncover audience trends that previously passed below the
radar.”
Roger Baron, SVP, Director of Media Research, DRAFTFCB:
“Nielsen`s greatly expanded sample is a welcome improvement to audience measurement across the
industry. It will enable us to analyze the demographics and the browsing behavior of visitors to a great
many more websites on the Internet`s Long Tail—we’ll now have the ability to fully analyze traffic
patterns and demographics of small, niche, targeted sites and better reach online targets.”
About The Nielsen Company
The Nielsen Company’s online and mobile solutions deliver comprehensive, independent
measurement and analysis of digital audiences, advertising, video, consumer-generated media, word
of mouth, commerce and consumer behavior. Nielsen enables clients to make informed business
decisions about their digital and mobile strategies. For more information, please visit www.nielsenonline.
com. Also, visit our blog at www.nielsen-online.com/blog
Media Contacts:
Michelle McGiboney
(408) 941-2930
pr.us@nielsen.com
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