Television networks always want a clearer picture of American consumers — when they’re watching television, where they are online and what they care about. The Nielsen Company, long the arbiter of television audience ratings, has started tracking viewership online, but the networks are dissatisfied with the company’s methods for TV and aren’t convinced that Nielsen will be able to track audience numbers elsewhere. They’re ready to go it alone.
As of this week, the major networks, together with some large advertisers and media agencies, are announcing plans to create their own measurement system.
Will that work? Probably not. But it can’t hurt.