Nielsen Online to use JICIMS Establishment Survey

Nielsen Online has announced it will be using the JICIMS/NRS Establishment Survey for online measurement instead of its own previously used GNETT survey.

From November onwards, Nielsen’s online audience figures will be consistent with the UK online universe estimates provided by JICIMS (Joint Industry Committee for Internet Measurement Systems) on behalf of the industry.

Nielsen has made the move to support the UK online industry’s efforts to create a universally accepted online audience measurement system, similar to BARB with TV data and RAJAR with radio data.

The new survey will also provide figures that are consistent with other forms of media within the UK market, as the NRS survey is already widely used in the industry.

The Establishment Survey covers online behaviour by UK adults, including how many people use the internet, who they are, how often they go online and where they browse.

Peter Bowman, general manager of JICIMS, said: “The JICIMS Establishment Survey, carried out in co-operation with the NRS, was our first step on the road towards creating unified, industry accepted data to support online media planning.”

Louise Ainsworth, MD of EMEA, Nielsen Online, said: “The move us further evidence of Nielsen Online’s support for the JICIMS process and our commitment to building the credibility and transparency of the online medium.

“We are able to offer clients the confidence that Nielsen Online numbers are comparable and credible against those used to evaluate other media for planning purposes,” she added.

JICIMS: www.jicims.org.uk Nielsen Online:www.nielsen-online.com