VNU, the parent of Nielsen Media Research has announced plans to purchase the 39.5 percent stake in NetRatings that they don't already own. They plan on blending the TV ratings system with NetRatings online measuring service. It will empower marketers to to see how video and advertising perform across the two platforms.
There is already a temporary database in place that takes similar demographics across the platforms and measures the two seperarately, but at the same time. They are working on integrating the two so that they can be measured as one.
Nielsen CEO Susan Whiting in contacting clients said, "Our Nielsen Media Research and Nielsen//NetRatings teams have been meeting to address the engineering, statistical and methodological challenges of 
creating a single sample."
Some of the "purists" has resisted the merging of the two, but that won't hold back what is becoming the way people interact with media.
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