Nielsen To Add Internet Meters To Entire TV Ratings Sample: Timing, Integration TBD

Nielsen Co. has decided on a plan to install Internet meters alongside TV meters in its entire TV measurement panel over the next year, with the possibility of providing a so-called "single source" measurement of television programming viewed across the two media as soon as 2011. The timing of the plan, and a final decision to integrate the measurement of the two media, ultimately will be decided by Nielsen's clients, but the decision to begin a system-wide deployment of Internet meters in its entire TV meter sample was effectively decided Friday, following a "special" meeting with its most influential clients to brief them on the concept, and to gauge their interests and concerns.