Video Gamers Get Electronically Measured
Nielsen Media Research, a specialist company in measuring media audiences usually in television, has announced that it is launching GamePlay Metrics, a new rating service for video games.
The all-electronic ratings service will establish new metrics for the buying and selling of advertising in video games, while also tracking the activities of gamers across other media platforms, such as TV and the Internet.
This new data will enable the video game industry to develop an advertising business model to offset the steep development costs of new titles for next-generation consoles. The metrics will also give advertisers a greater level of precision for targeting the digital consumer.
Nielsen's new measurement service promises to provide advertisers, agencies, hardware manufacturers and game developers with independent, quantitative demographic data for negotiating the buying and selling of in-game and around-game advertising.
Nielsen's GamePlay Metrics service will also provide advertisers with analysis on how video game play affects or complements the use of other electronic media. For example, the data will show what television programmes gamers watch when they're not playing games. This unified data source increases the precision of advertisers' target marketing, and enables them to allocate their ad dollars in a more efficient manner.
“The value of an entertainment medium is directly proportional to how well it is measured,” said Jeff Herrmann, Vice President of Nielsen Wireless and Interactive Services. “A reliable and accurate standard of measurement for video gaming will drive advertising investment in this medium and help convert video game advertising from a discretionary advertising experiment to a must-have option.”
"For games to gain prominence as both a medium and a communication platform, the gaming industry must deliver the tools brands need to leverage it most effectively," said Saneel Radia, Group Director at Play, the gaming division of Denuo.
Collecting Video Game Data
Nielsen's national television sample of more than 10,000 households currently collects information on video game use through existing People Meter technology. GamePlay Metrics will use a patented approach to harvest this existing information from current and next-generation video game consoles within these sample households.
The new service will passively record the titles of games while capturing key demographic detail about players. Moreover, because it is based on Nielsen's national TV ratings sample, Nielsen GamePlay Metrics also will provide advertisers with valuable data on what TV programmes are consumed by active gamers.
Nielsen GamePlay Metrics will begin providing video game ratings data in mid-2007. Subscribing clients will receive, on a weekly basis, easy-to-access ratings charts and rankings which show the most-played video games. Clients will be given necessary elements titles, platform, genre, daypart and demographics - from which to base their advertising and planning decisions.
The all-electronic ratings service will establish new metrics for the buying and selling of advertising in video games, while also tracking the activities of gamers across other media platforms, such as TV and the Internet.
This new data will enable the video game industry to develop an advertising business model to offset the steep development costs of new titles for next-generation consoles. The metrics will also give advertisers a greater level of precision for targeting the digital consumer.
Nielsen's new measurement service promises to provide advertisers, agencies, hardware manufacturers and game developers with independent, quantitative demographic data for negotiating the buying and selling of in-game and around-game advertising.
Nielsen's GamePlay Metrics service will also provide advertisers with analysis on how video game play affects or complements the use of other electronic media. For example, the data will show what television programmes gamers watch when they're not playing games. This unified data source increases the precision of advertisers' target marketing, and enables them to allocate their ad dollars in a more efficient manner.
“The value of an entertainment medium is directly proportional to how well it is measured,” said Jeff Herrmann, Vice President of Nielsen Wireless and Interactive Services. “A reliable and accurate standard of measurement for video gaming will drive advertising investment in this medium and help convert video game advertising from a discretionary advertising experiment to a must-have option.”
"For games to gain prominence as both a medium and a communication platform, the gaming industry must deliver the tools brands need to leverage it most effectively," said Saneel Radia, Group Director at Play, the gaming division of Denuo.
Collecting Video Game Data
Nielsen's national television sample of more than 10,000 households currently collects information on video game use through existing People Meter technology. GamePlay Metrics will use a patented approach to harvest this existing information from current and next-generation video game consoles within these sample households.
The new service will passively record the titles of games while capturing key demographic detail about players. Moreover, because it is based on Nielsen's national TV ratings sample, Nielsen GamePlay Metrics also will provide advertisers with valuable data on what TV programmes are consumed by active gamers.
Nielsen GamePlay Metrics will begin providing video game ratings data in mid-2007. Subscribing clients will receive, on a weekly basis, easy-to-access ratings charts and rankings which show the most-played video games. Clients will be given necessary elements titles, platform, genre, daypart and demographics - from which to base their advertising and planning decisions.
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