TITLE

MatchLogic meters digital TV viewing

AUTHOR(S)
Riedman, Patricia; Ross, Chuck
PUB. DATE
February 1999
SOURCE
Advertising Age;2/22/1999, Vol. 70 Issue 8, p76
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the launch by Internet marketing company MatchLogic of its @lantis division in an effort to venture into television measurement. @lantis which uses digital set-top boxes to measure viewing patterns, is led by president David Henderson. Henderson claims that the set-top box is capable of measuring the exact moment the television viewer switches from one television channel to another. Henderson said @lantis is negotiating with a number of advertisers to hold trials as the next generation of set-top boxes rolls out. Nielsen Media Research senior vice president for communications Jack Loftus does not consider @lantis a competitor. Loftus said that while @lantis will be able to measure data from the set-top box, it is not capable of providing the kind of data Nielsen's people meter provides.
ACCESSION #
1588842

 

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