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Activision Announces Nielsen Partnership

April 8, 2004 | By David Jenkins

April 8, 2004 | By David Jenkins
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Officials from Activision have announced that the company will team with Nielsen Entertainment to develop a new initiative that will allow video game
companies to supply advertisers with audience measurement metrics for the first time.

The new initiative will provide tools for advertisers to effectively measure ad exposure, demographics and audience recall in video game use.

The two companies also released the results of a research survey titled, "Video Game Habits: A Comprehensive Examination of Gamer Demographics and Behavior in U.S. Television Households." The study surveyed nearly one thousand young men and boys between the ages of 8 and 34 from a nationally-representative sample of Nielsen TV households about their video game playing and television viewing habits.

Among the study's key findings were that 75% of Nielsen TV households with a male between ages 8-34 own a video game system, with TV viewership among male gamers aged 18-34 appearing to be slightly less than men aged 18-34 in general, but unaffected for those aged 8-17.

Source: PR Newswire


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