Nielsen Goes In-Game
Drawing on its extensive resources in media audience measurement, Nielsen Media Research today announced that it is launching GamePlay Metrics, a new rating service for video games. The all-electronic ratings service will establish new metrics for the buying and selling of advertising in video games, while also tracking the activities of gamers across other media platforms, such as TV and the Internet.
“The value of an entertainment medium is directly proportional to how well it is measured,” said Jeff Herrmann, Vice President of Nielsen Wireless and Interactive Services. “A reliable and accurate standard of measurement for video gaming will drive advertising investment in this medium and help convert video game advertising from a discretionary advertising experiment to a must-have option. Nielsen's unmatched resources, including its portfolio of intellectual property, extensive technology infrastructure and decades of media measurement expertise, are the foundation of the Nielsen Wireless and Interactive Services business.”
GamePlay uses Nielsen’s Anytime Anywhere Media Measurement system, which determines ratings for video content through statistical analysis of the more than 10,000 People Meter devices currently in the field. Because GamePlay uses the same system, Nielsen will also be able to determine what TV programs gamers like to watch. Results will start becoming available in mid-2007.
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