Friday, 27 April, 2007
Nielsen to target high-definition audience
Nielsen said yesterday that starting in November, it will begin tracking the number of high-def households, where high-def owners are located, and demographic info like income and age.
The data, which has been coveted by advertisers who’ve had a hard time targeting the nascent high-def crowd, will be available in January, 2008.
The Consumer Electronics Association reports that 28 million US homes have high-def sets, but it is unclear how many are actually watching HDTV programming on any given night, as many HD owners do not have the high-def tuners necessary to display HD channels.
Multichannel News reports that Nielsen’s first challenge in tracking the high-def audience will be to define what is a high-def home. As of now, Nielsen and clients are considering two such definitions: a home with an HDTV and an HD tuner, and a home with an HDTV, an HD tuner, and reception to at least one channel devoted entirely to HD broadcasts.
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