Nielsen and Sony Computer Entertainment America to Develop Measurement System for Game Network Advertising

full text:
The Nielsen Company and Sony Computer Entertainment America Inc. (SCEA) announced an initiative to develop a measurement system for game network advertising that will help make game software a more competitive advertising platform.
Under the arrangement, SCEA will share with Nielsen game network traffic and other data from its PLAYSTATION(R)3 (PS3(TM)) systems and PLAYSTATION(R)Network, including PlayStation Home. Nielsen will then analyze and benchmark the data to create new measurements for calculating the reach, frequency and effectiveness of game network advertising for the benefit of the entire industry. Usage data provided by SCEA to Nielsen will include enabled first- and third-party software titles accessed through PS3s and PLAYSTATION Network. The initial rollout will begin in the North American market.
Developed and managed by Nielsen, an independent research organization with more than 75 years of experience in audience measurement, this innovative, fully-transparent and highly-accurate measurement system is intended to mitigate the risk to the advertiser and lead to the growth of the industry.

  Highlights of the arrangement between Nielsen and SCEA include:
  -- Nielsen will combine the SCEA census data with its own game usage data
     currently collected from more than 12,000 U.S. television households in
     its National People Meter panel to generate a more integrated view of
     usage and advertising performance.
  -- Advertisers and agencies will be able to calculate CPMs across PS3s and
     PLAYSTATION Network with greater detail and accuracy.
  -- This fall, Nielsen will begin monthly reporting on, and ranking of,
     audience statistics and user activity from across PLAYSTATION Network
     as part of its syndicated GamePlay Metrics measurement product, which
     is scheduled to launch in July 2007.
  -- Nielsen is also working with SCEA to identify server data and determine
     media data formats that will greatly enhance SCEA's capabilities to
     deliver the right ad to the right person at the right time across
     PLAYSTATION Network.

Web site: http://www.nielsenmedia.com/

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