Nielsen and Sony Computer Entertainment America to Develop Measurement System for Game Network Advertising

Jul 02, 2007, 01:00 ET from The Nielsen Company

    FOSTER CITY, Calif. and New York, July 2 /PRNewswire/ -- The Nielsen
 Company and Sony Computer Entertainment America Inc. (SCEA) today announced
 an initiative to develop a measurement system for game network advertising
 that will help make game software a more competitive advertising platform.
     Under the arrangement, SCEA will share with Nielsen game network
 traffic and other data from its PLAYSTATION(R)3 (PS3(TM)) systems and
 PLAYSTATION(R)Network, including PlayStation Home. Nielsen will then
 analyze and benchmark the data to create new measurements for calculating
 the reach, frequency and effectiveness of game network advertising for the
 benefit of the entire industry. Usage data provided by SCEA to Nielsen will
 include enabled first- and third-party software titles accessed through
 PS3s and PLAYSTATION Network. The initial rollout will begin in the North
 American market.
     Developed and managed by Nielsen, an independent research organization
 with more than 75 years of experience in audience measurement, this
 innovative, fully-transparent and highly-accurate measurement system is
 intended to mitigate the risk to the advertiser and lead to the growth of
 the industry.
     Highlights of the arrangement between Nielsen and SCEA include:
     -- Nielsen will combine the SCEA census data with its own game usage data
        currently collected from more than 12,000 U.S. television households in
        its National People Meter panel to generate a more integrated view of
        usage and advertising performance.
     -- Advertisers and agencies will be able to calculate CPMs across PS3s and
        PLAYSTATION Network with greater detail and accuracy.
     -- This fall, Nielsen will begin monthly reporting on, and ranking of,
        audience statistics and user activity from across PLAYSTATION Network
        as part of its syndicated GamePlay Metrics measurement product, which
        is scheduled to launch in July 2007.
     -- Nielsen is also working with SCEA to identify server data and determine
        media data formats that will greatly enhance SCEA's capabilities to
        deliver the right ad to the right person at the right time across
        PLAYSTATION Network.
     The initial results of this joint effort are expected to be released
 later this year.
     "SCEA and Nielsen intend to introduce a new kind of discipline and
 rigor to the measurement of game advertising that will create enormous
 value for advertisers, game publishers and game players alike," said Phil
 Rosenberg, senior vice president, SCEA. "Working closely with Nielsen,
 which has a global footprint that is well-aligned with our own, we look
 forward to clearly demonstrating the effectiveness and reach of both
 dynamic and static ad placement within games."
     "SCEA's contribution of its game census data, combined with Nielsen's
 data sets, represents a milestone in our efforts to bring greater
 legitimacy and accuracy to game advertising measurement," said Jeff
 Herrmann, vice president of Nielsen Games. "By marrying SCEA's server-side
 data traffic with our standard ratings metrics, we will be able to provide
 advertisers with a much more robust picture of the impact of their game
 network advertising and of those consumers who are actually playing games,
 all while preserving consumer privacy."
     Today, Nielsen collects information on the general usage of game
 systems, connected and otherwise, through its National People Meter sample
 of more than 12,000 U.S. television households. At launch in July, Nielsen
 GamePlay Metrics will provide, for the first time, metered game usage and
 demographic information by game title, genre and platform that provides new
 insights into the popularity and usage of games among U.S. consumers --
 data that can better inform the buying and selling of in- and around-game
     About The Nielsen Company
     The Nielsen Company is a global information and media company with
 leading market positions and recognized brands in marketing information
 (ACNielsen), media information including mobile media (Nielsen Media
 Research), business publications (Billboard, The Hollywood Reporter,
 Adweek), trade shows and online information. The privately held company is
 active in more than 100 countries, with headquarters in Haarlem, the
 Netherlands and New York, USA. For more information, please visit,
     About Sony Computer Entertainment America Inc.
     Sony Computer Entertainment America Inc. continues to redefine the
 entertainment lifestyle with its PlayStation(R) and PS one(R) game console,
 the PlayStation(R)2 computer entertainment system, the PSP(R)
 (PlayStation(R)Portable) system, the ground-breaking PLAYSTATION(R)3
 (PS3(TM)) computer entertainment system and its online and network services
     Recognized as the undisputed industry leader, Sony Computer
 Entertainment America Inc. markets the PlayStation family of products and
 develops, publishes, markets and distributes software for the PS one game
 console, the PlayStation 2 computer entertainment system and the PSP system
 for the North American market. Based in Foster City, Calif. Sony Computer
 Entertainment America Inc. serves as headquarters for all North American
 operations and is a wholly owned subsidiary of Sony Computer Entertainment.
     "PLAYSTATION", "PlayStation", "PS one" and "PSP" are registered
 trademarks and "PS3" is a trademark of Sony Computer Entertainment Inc.

SOURCE The Nielsen Company