LONDON — One medium has long relied on imprecise, demographic viewer measuring; the other boasts super-detailed data-driven insight. But TV and internet channels are learning to hybridize the ways they quantify advertising audiences, one exec says.

Nielsen media client consulting VP Andrew Bradford tells Beet.TV how TV joint industry committees in Germany and the UK are each beginning to pool online video viewing data with their existing TV panel measurement systems.

“TV constituents are beginning to move quite aggressively in to a catch-all for measuring across media,” Bradford says, noting recent initiatives from AGF and BARB.

“In the very long term, you can see a progression where television begins to talk the language of online as well, as we begin to talk about programmatic reaching television and maybe behavioral targeting coming in as well.”

The collision sees TV industry people acquire data of the kind they have never had before – but could also mean online folk have to learn to love TV-style metrics, one ad boss says.

“It’s slightly painful to think that, if we want to tap in to TV dollars using online video, we have to dumb down the targeting capabilities of what we can do, down to very specific regions and maybe demographics,” says Group M’s Xaxis data unit EMEA MD Caspar Schlikum.

“We’d love to see the day where we can take an audience brief and execute that in all the different channels in the same sophisticated way.”

This video was recorded  at the Beet.TV programmatic video leadership summit sponsored by Videology, hosted by Xaxis at the London offices of GroupM.