Nielsen Media Research announced that it is in the process of putting a system in place that will measure video-on-demand programming, beginning December 11.
The service has two major purposes. The first one, to give insight into how ad agencies can market within this growing space in an objective way within VOD content.
The second purpose is so that broadcasters can have a better grip on what the effect that VOD is having on TV viewing habits.
Nielsen added that it would use the same National People Meter electronic survey that it uses for its traditional rating measuring. It 
won't be measuring any other means of VOD than that which is offered through network, cable or satellite companies directly to TV sets.
"Nielsen's new watermarking process involves new software that embeds content identification information in the audio of the VOD program. This software has been successfully tested by a number of clients over the course of several months and is now ready for use."
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