Nielsen TV Panel Leery of Web Tracking Plans

So, Nielsen wants to track the online activities of the folks on its TV household panel. In fact, they’d like to make it mandatory. Evidently, they aren’t taking well to the notion. A Mediapost report notes, “results from a small test sample of the so-called ‘convergence panel’ indicate that a significant number of respondents have refused to add Internet measurement due to concerns about their privacy.” The firm, merging officially with its online firm NetRatings soon, may begin testing the online measurement with its live panel homes this fall.

Considering the clamor for cross-media tracking and reporting, it makes perfect sense that Nielsen wants to do this. Whether they can convince their traditional TV panelists to let ’em is another story.