Nielsen is delaying the launch of its so-called Extended Screen Initiative until late April 2011, (it was originally slated for “early 2011”) the ratings company confirmed in a notification to clients last week.

via MediaWeek.

Bottom line is that the combined PC and TV measurement effort is still moving ahead, the date just got bumped out a few months. If it ends up being delayed by only a few months that would still be surprising to me. Anything this big has got to be very complicated.

Even with the earlier start date, I don’t think it would have been any factor in the 2010-11 broadcast primetime season, but I’m sure the cable networks wanted it to start as early as possible for the 2011 summer season.

Click through to the full article to read about the progress that has been made and various quotes from network, advertising and research folks.

Posted by:TV By The Numbers

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