Sony ties with Nielsen to track in-game ads

Sony Computer Entertainment America has partnered with research company Nielsen to measure the effectiveness of in-game advertising.

According to, the new deal will also Sony to further examine gamers' habits in a bid to mae video games a more viable advertising medium.

Sony will utilise Nielsen's National People Meter to compile the data, which is the same 12,000 household sample that Nielsen uses to draw its TV stats.

As part of the deal, Sony will share with Nielsen game network traffic and other information from PS3 consoles, PlayStation Network and the upcoming PlayStation Home. Says Next-Gen, Nielsen will then "analyse and benchmark the data to calculate reach, frequency and effectiveness of game network advertising."



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