Nielsen_boxNielsen’s Brian Fuhrer laid out the future of television ratings at today’s NewTeeVee Live conference in San Francisco. Nielsen’s Extended Screen program, on which Fuhrer gave an overview talk, is a project to collect Internet usage data from Nielsen’s existing TV households on both computers and mobile devices, covering what’s become known as the three-screen viewing landscape of TV, computer and mobile handset.

Fuhrer’s talk didn’t go into technical details, but he explained the biggest challenge the three-screen world presents to ratings firms: Panelists who accepted a device that tracked their TV watching, such as the one pictured here, are often reluctant to deal with additional meters for tracking Internet and cellphone use. Nielsen must tread carefully lest they drop out of the program.

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