Robert already commented on the group therapy session that is the Coalition for Innovative Media Measurement*, the potential competitor to/ but not replacement of Nielsen for TV audience measurement. Now Nielsen says they'd like to be in on the group as well.
Nielsen vice chair Susan Whiting said Wednesday the measurement company hopes to find a way to link with the fledgling consortium of media companies, advertisers and agencies intending to launch their own research initiative.
[...]
CIMM has given signals that it is not satisfied with Nielsen's abilities and speed in producing cutting-edge metrics -- although it has also suggested it is not looking to replace it.
via MediaPost .
* which I have dubbed the Coalition of the Whining.
I think any competition can only be a good thing. If this new group shows methods that help figure out the ratings muddle, then Nielson will readily integrate them into their own system. It seems win-win to me.
Aaron, competition is a good thing. But the consortium isn’t competition. comScore announcing that its rolling out its own national panel to measure both TV and Internet viewing would be competition. comScore’s not doing that.
Neither is anyone else…
If you cannot fight them …join them