Nielsen Launches Online Adspend Measurement System

Online advertising accounted for 1.6% of the UK’s total media expenditure during the first half of 2002, according to the findings of a new internet information service from Nielsen Media Research.

The recently launched online adspend measurement service has been created to allow advertisers and their agencies to accurately measure their competitors internet activity and plan their schedules accordingly.

The new system, which shows that online advertising is worth in excess of £150 million per year, has received the backing of the IAB as it enables measurements for online adspend to be related to traditional media for the first time.

Commenting on the launch, Nikki Williams, sales director for Nielsen Media Research, said: “With input from all the major online properties in the UK, our clients are already recognising Nielsen data to be the gold standard. Our calculations do not rely on technology, but on actual advertising activity.”

The first figures from the new service (see above) echo the findings of the latest IAB/PricewaterhouseCoopers audit of the sector, which show that despite the difficult market conditions online advertising spend increased by 7.1% year on year during 2001 to £165.7m (see Online Adspend Shows Growth Despite Tough 2001).

Earlier this month, Nielsen Media Research announced that it is to begin testing a new metered measurement system that will provide outdoor advertisers with much needed information about the medium (see Outdoor Advertising To Become More Accountable).

Nielsen Media Research: 01344 627 553 www.nielsenmedia.com

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