It's about time. That was the reaction to news Nielsen will start counting homes that receive video signals through the Internet in measuring television ratings. Some media executives have blamed incomplete metrics for ratings declines.
This excludes video streaming from sites like Netflix. But while Nielsen will begin to measure such sites, they carry no advertising and so aren't affected by ratings. Ads on You-Tube, meanwhile, don't benefit networks.
Viewing from Hulu could boost network audiences. But that won't necessarily mean more revenue if advertisers use higher Hulu ratings to justify spending the same budget over fewer ads, according to Sanford C. Bernstein.
For advertisers, traditional television still rules the roost.