Nielsen/Microsoft Expand Measurement of XBox Live Audience

By on 01/13/2010 6:19 AM @daisywhitney

LAS VEGAS, NV — On the heels of its partnership with Nielsen late last year, Microsoft's XBox Live is now focused on deploying the joint measurement capabilities more broadly across the XBox Live service, the software giant's Dean Carignan told me during an interview at the Consumer Electronics Show on Friday.

Carignan is the director of advertising for XBox Live and has played a critical role in the Nielsen-XBox pair-up. Under that deal, XBox is working with Nielsen to measure audiences for XBox Live in the same way Nielsen tracks TV audiences. The end result is to deliver a GRP (gross ratings point) for advertisers for the XBox Live audience, which allows marketers to compare apples to apples when placing ad buys. TV audiences are measured using GRPs. The partnership has the potential to deliver comprehensive three-screen measurement data to advertisers.

XBox is largely known as a gaming console, but is increasingly being chosen by XBox Live's 20 million users as a platform to watch TV shows and movies too. 

XBox and Nielsen piloted the system in the fall using the "1 vs. 100" trivia game on XBox. "The test was successful," Carignan said. "Now we are figuring out how to deploy more broadly and how to take the raw data and translate that into GRPs."

Also at the show, Carignan said he has his eye on capabilities of connected devices like DVD players and game consoles that tap into mobile phones and TV's.

In Related News, Online Video to Stream on Wii

Meantime, The New York Times is reporting that the Ninteno's Wii will be streaming video shortly.

Daisy Whitney, Senior Producer

Update:  1/19 — The New York Times is reporting that ESPN will stream on the XBox live.

Recent Videos
image
Xaxis’ Lesser Followed The Paternal Path To Change Advertising

Why did you get in to advertising? For Brian Lesser, it was because his dad showed him the ropes. Now Lesser runs WPP-owned Xaxis, one of the technology companies helping make advertising more targeted and more relevant. “When I was a kid, my father ran advertising agencies … I always liked the ...

519025316_c_648_367
From Mississippi Teenage DJ to Media Mogul, the Amazing Journey of Bob Pittman

Now the chairman and CEO of iHeartMedia, Inc., Bob Pittman got his start in the media business as a 15-year-old disc jockey in Mississippi, where he grew up. Motivated to earn money so he could take airplane flying lessons, he first applied to the local men’s clothing store and then tried to get a job ...

image
Privacy Concerns Slowing Ad Targeting In Europe: Furious Corp’s Swartz

Through the eyes of a US marketing exec, Europeans are, notoriously, relatively more concerned about how ad targeting might impinge on their personal data. A recent report from Belgium’s data protection agency claimed Facebook tracks computers of users without their consent, whether they are logged in ...

image
Research: Digital Video Growing On Live, Long-Form Demand

The old adage used to be that digital video had to be short, that viewers wouldn’t sit and watch it in long sessions. That may have been true on the desktop – but video ad tech company FreeWheel’s latest quarterly market report shows new devices are now driving online video ever more ...

image
Advertisers Lagging Consumers On Mobile: IPG’s Johnson

The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate? “It’s sometimes an afterthought,” IPG Mediabrands global ...

image
IPG Chairman Emeritus David Bell: “An Igniter of People’s Talents”

Interpublic Group’s chairman emeritus David Bell grew up expecting to become a litigator, but when he decided at the last minute not to go to law school and turned his sights to advertising, he got lucky with admission to Leo Burnett’s training program. “I was the only one of 19 that didn’t have an ...

Irwin Gotlieb
The Thrill of the Media Biz Past, Present and Future: an Interview with Irwin Gotlieb

In Irwin Gotlieb’s view, what should make the ad industry exciting to young people is the variety of skills they’ll get to learn and clients they’ll get to serve. “If someone were to watch me in any given day, I still read scripts for television shows, I still make calls on development, and yet in ...

image
Creative Directors Are Warming Up to Data: Annalect’s Matts

Some creatives have continued to view data as an intrusion that undermines their work by valuing algorithms over instincts, but that may be starting to change. One development that creatives are excited about is the availability of programmatic technology that allows them to show hundreds of different ...

image
AdTech’s Torrid M&A Pace Powered by New Buyers, LUMA’s Kawaja

Through January to October 2014, the total value of ad tech deals totalled $3.8 billion, according to a report from investment bank Coady Diemar Partners at the time. And things are about to get bigger. Terence Kawaja, founder and CEO of media M&A advisory LUMA Partners, says his firm is advising on ...

image
AppNexus Replays Video Ambitions, Starting This Summer

It’s four years since ad tech company AppNexus first tried helping advertisers tackle targeted ad buying on digital video, an attempt it later aborted. But now the New York-based outfit is ready to reboot its video plan. AppNexus CEO Brian O’Kelley, in this video interview with Beet.TV, says: ...

image
TV-Synced Digital Ads Next Best To Addressable TV: IPG’s Stoller

We may not yet have reached the point at which so-called “addressable TV”, the ability to target individual connected televisions with unique advertising, is mass-market – but we have reached a close second, thanks to a combination of dumb TVs and smart devices. “Everyone would like ...

image
Addressable Screens Will Deliver High ROI: IPG Mediabrands’ Tajer

The scope and scale of the addressable TV market is bound to grow over the coming years, but that’s not all. Addressable screens are also likely to come onto the scene as TV operators stitch more devices into their content ecosystems, according to Henry Tajer, who became CEO of IPG Mediabrands in May. ...

loader