SOURCE: Parks Associates

Parks Associates, international market research and consulting firm |

December 16, 2010 10:56 ET

Increasing Online Viewership Intensifies Competition to Develop Cross-Platform Video Audience Measurement System

Parks Associates Identifies Nielsen, Kantar Media, TiVo, Arbitron, and Rentrak as Firms Leading Development

DALLAS, TX--(Marketwire - December 16, 2010) - As U.S. video viewers increase their multiplatform viewing habits, advertising firms' demand for an integrated tool to measure both TV and online video viewing will intensify over the next year. A new report from Parks Associates, Cross-Platform Ad Metrics & Reporting, shows 71 percent of U.S. broadband households access videos online, compared to 87% who watch traditional TV content. Younger audiences, ages 18-34, are even more inclined to watch online video, with 88% watching online compared to 90% who watch traditional TV.

"Online video viewing is approaching parity with traditional TV, especially in key audience segments, which is increasing pressure on the top firms to develop a comprehensive tool to quantify and evaluate the impact of online video content," said Heather Way, Research Analyst, Parks Associates. "Right now, Nielsen, Kantar Media, TiVo, Arbitron, and Rentrak are the primary cross-platform digital video audience measurement firms in the U.S."

Nielsen plans to release an integrated TV and online video product in 2011, but it is unclear how the industry will receive the combined video metric and, more importantly, if the firm will meet its expected deliverable goal.

"Industry efforts to develop an integrated video measurement standard have been incredibly complex because media campaign goals differ from one advertiser to the next," Way said. "Despite the fact that many of the measurement firms offer multiplatform video usage data, no scalable, single-source TV and online video metric system exists to determine if or how the two complement or overlap one another from a usage and advertising perspective."

For more information on Cross-Platform Ad Metrics & Reporting, visit or contact 972-490-1113,

About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.

Each year, Parks Associates hosts executive thought leadership conferences CONNECTIONS™, with support from the Consumer Electronics Association (CEA)®, and CONNECTIONS™ Europe. | | |

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