Facial Recognition Ratings?

MediaPost’s Steve McClellan writes about Nielsen and facial recognition technology…

Nielsen, which has explored facial recognition technology on and off for more than a decade, is again actively exploring how to apply the technique to its TV ratings panel. “It’s an intriguing opportunity for the whole industry,” said Brian Fuhrer, senior vice president, national and cross-platform television audience measurement.

Given that many devices today have facial recognition capability, from phones to TVs to gaming consoles, “it’s so logical” for the ratings company to adapt the technology as well.

Fuhrer stressed that there’s nothing imminent; the effort currently is “a lab discussion.” The company still has to determine conclusively that the existing ratings panel would not be negatively impacted. That said, if the industry agrees that the technology should be used for TV ratings, the company could implement the technology “fairly quickly,” he said.

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