Nielsen Gets Digital to Track Online TV Viewers

Nielsen is expected to announce April 30 that it is testing a tool to measure online viewing of TV shows, the latest step in the company's efforts to improve how it tracks digital audiences. Nielsen's hope is that the new ratings technology will become the standard to measure online TV viewing on sites like Hulu, YouTube, Yahoo and AOL. Among online video sites, only AOL is part of the pilot. Nielsen has been under pressure from the networks to update its traditional methods for counting TV viewing to account for growing digital audiences.