It is interesting to see that companies are no longer satisfied with the old models of measurement and are actively challenging Nielsen.
In old media, the view was that everyone saw your advertisement. But now advertisers want to know that their ads are relevant and are reaching the audience they are targeting. It is much easier to measure activities on the web; and companies are realising too that size of audience is not the only thing that matters. Niche audiences have real influence too.
This development further underlines how many established industry organisations are struggling to retain their relevance in the new social media age.
Some other posts you'll find interesting:
- The impact of real-time search on companies
- Media Guardian takes to Twitter
- YouTube gains on traditional TV