Viewer figure ratings system expanded to all devices

(ANSA) - ROME, APR 11 - Italy's viewer figure ratings system has been expanded to all platforms and devices and not just TVs, the head of the Auditel ratings measurement company, Andrea Imperiali, told the Senate Monday.
    He said the new system would be called 'Total Audience'.
    It will combine the existing system of random sampling of TV audiences with a blanket detection of figures tuning in on each connected single device.
    A Single Code for Video Spots will also be introduced to gauge the range and impact of each individual advertisement and commercial, said Imperiali.
    Unidentified audience members, who were previously not counted, will now be totted up too, the Audietl chief said.
    Imperiali said that "today, alongside the 45 million TV sets present in Italian homes, we must add around 75 million new screens which are connected.
    "And their use has turned from being a family one to an individual one, as well as migrating from indoors to areas of mobility and from linear to on-demand thanks to some 60 types of device through which you can access audiovisual content; and thanks to an infinity of external tools able to hook up even obsolete television sets". (ANSA).