With today’s announcement of the first live application on Nielsen’s new Media-Sync Platform, I’m sure some are wondering, “How did Nielsen get involved in launching an iPad app with ABC?”

The answer is simple really. We saw the opportunity to leverage our world-class technology to help bring TV viewers closer to their favorite shows.

At a time when consumers are more sophisticated than ever and networks and advertisers are looking for ways to deepen engagement with their audiences, they are turning to Nielsen for help in better understanding the connected consumer in an increasing fragmented media landscape.

In Q1 2010, Nielsen data showed that nearly 60% of people were watching TV and using the Internet on their computers simultaneously. With more and more consumers going on online while they watch TV, many viewers have already been engaging in a two-screen experience, primarily using social media for ‘background chatter,’ or activity in the margins.

Further to that, we know from a Nielsen survey last month of more than 4,000 mobile subscribers who reported downloading a mobile app in the previous 30 days, that social networking apps are among the most popular, with 49% of smartphone users and 32% of feature phone users reporting to have used one in the past 30 days. As connected devices such as touchscreen tablets gain in popularity, mobile apps are likely to flourish there as well.

However, the question is: how can content producers and broadcasters leverage this to more closely connect with TV fans and bridge the gap between consumers and advertising?

That’s why I’m so excited about the launch of our first-of-its-kind iPad application, developed with Disney/ABC, for the September 23rd premiere of ABC’s new primetime drama, “My Generation.” Nielsen’s ability to not only deliver the best, most comprehensive audience research services, but also to open up our technology to develop an innovative sync-to-broadcast app that appeals to both TV fans and advertisers, is key in answering this question and providing exciting a new way to connect viewers with content.

Built on Nielsen’s new Media-Sync Platform, which allows mobile applications to automatically detect and synchronize with TV programming using Nielsen’s proprietary audio watermarks, ABC’s My Generation Sync iPad app will enhance the experience of watching “My Generation” by providing synchronized interactive content and social media functionality on the iPad. Now available in the Apple iTunes App Store, the app allows fans of the new ABC series to unlock content and features, as well as connect in real-time with other viewers of the program through social networks.

The most powerful social opportunities for television programming will be related to specific compelling elements of individual TV shows. Whether it’s sharing comments and interacting with other viewers, or unlocking related content and additional engagement opportunities within and between social networks, we believe this will pave the way to fundamentally change the way consumers interact with TV programs and advertisements.

We look forward to continuing to collaborate with the industry to develop more exciting ways to enhance the new consumer media experience.

So what’s driving the data? There are no doubt a multitude of factors: exciting games, compelling storylines, and perhaps even the economy. But one that may go unnoticed is the NBA’s two year old advertising campaign: “Where Amazing Happens.”

Debuting in 2007, the “Where Amazing Happens” commercial spots featured still photos of NBA action accompanied by a signature piano riff. The ads were also supplemented with internet banner ads, print and outdoor extensions and are streaming on Youtube, NBA.com and other online video sites.

This season, “Where Amazing Happens” commercials evolved into CGI replays of some of the most memorable moments in NBA history. By slowing down the action, the commercials highlight the drama embedded in professional basketball that may occasionally go unnoticed with the game moving at such high speeds.

According to Monitor-Plus, Nielsen’s advertising tracking service, the NBA ran more 30-second spots within nationally broadcast games than any other advertiser. The league used this inventory, which is negotiated into the network contracts, to promote “Where Amazing Happens” and is expecting the promotion to help increase viewership and deliver more eyeballs to its official sponsors and network advertisers.

Whatever the reason for the ratings renaissance, a Nielsen Sportsquest survey finds that buzz in the NBA is definitely surging. As of April 2009, interest in the NBA was at it’s highest point since July ‘07, with 33% of total persons aged 12+ identifying themselves as avid NBA fans. The data also revealed that NBA fan interest is spilling over to increased awareness for their sponsors: NBA fans are 50% more likely to name official wireless sponsor T-Mobile as a cell phone provider and 37% more likely to have a favorable opinion of Nike.

Viewership is also higher among patrons of Nike and T-Mobile. Nielsen’s MRI fusion data shows that in Q4 2008, NBA viewership on TNT, ESPN, and ABC, was 47% higher among Nike Shoe wearers, and 23% higher for T-Mobile subscribers.

In a day and age where advertising campaigns often come and go very quickly, the NBA has stuck with “Where Amazing Happens” and its persistence looks like it’s paying off for the league and its partners.

Since ABC obtained NBA broadcasting rights in 2002, the network’s Christmas Day games have averaged a 4.1 rating and 6.9 million viewers nationally. The highest mark came in 2004 when the Lakers and Heat (featuring a much-anticipated reunion between Kobe and Shaq) pulled a 7.3 rating and 13.2 million viewers.

The San Antonio Spurs and Phoenix Suns officially tip off ABC’s broadcast season at 2:40pm ET Christmas Day.  Last year, the NBA on ABC averaged a 2.2 national rating, up 10% from 06-07.

Aside from the two ABC games, the NBA offers a few Christmas stocking stuffers, with the Hornets-Magic at noon on ESPN and two nightcaps (Wizards-Cavs and Mavs-Blazers) on TNT. The NBA’s cable ratings remain steady through the first two months of the season after ESPN and TNT boasted 20% and 10% increases in viewership last year, respectively.

Hybrid Ads include customized ads, branded promos, vignettes, interstitials, and micro-series where sponsor messaging is combined with program or entertainment content.

Recall refers to the percentage of television viewers who can recall, within 24 hours, a hybrid ad’s sponsor.

A hybrid ad’s “recall score” is the percentage of television viewers who can recall, within 24 hours, the sponsor of a hybrid ad they were exposed to during the normal course of viewing primetime TV on broadcast and major cable networks.

Recall scores are indexed against the mean score for all new hybrid ads during the time period to calculate an ad’s “recall index.”

A recall index of 100 indicates average recall.  A recall index of 279, for example, means that a hybrid ad has proven to be about 2.8 times as memorable as the average new hybrid ad during the four-week time period.

ABC’s “Barbara Walters Special” rounded out the top three.

Overall, CBS won the night with an average audience of just over 11.3 million viewers, while ABC took second place with just over 7.4 million average viewers. FOX and NBC claimed third and fourth places with roughly 7.3 million and 5.9 million average viewers, respectively. Univision followed in fifth place with an average audience of almost 4.9 million average viewers.

CBS’s “NCIS” and “The Mentalist” rounded out the top three with approximately 18.1 and 15.9 million average viewers respectively.

Overall, ABC won the night with an average audience of almost 17.5 million viewers, while CBS took second place with just over 14.8 million average viewers. FOX and NBC claimed third and fourth places with roughly 10.5 million and 7.4 million average viewers, respectively. Univision followed in fifth place with an average audience of roughly 4.5 million average viewers.

ABC’s “20/20″ and FOX’s “Are You Smarter Than A Fifth Grader?” rounded out the top five.

Overall, CBS won the night with an average audience of just over 11.1 million viewers, while ABC took second place with almost 6.1 million average viewers. FOX and NBC claimed third and fourth places with roughly 5.7 million and 4.3 million average viewers, respectively. Univision followed in fifth place with an average audience of roughly 4.2 million average viewers.

ABC’s “Grey’s Anatomy” was sandwiched in between the two, in second place.

Overall, CBS won the night with an average audience of just over 13.7 million viewers, while ABC took second place with almost 11.2 million average viewers. NBC and Univision claimed third and fourth places with roughly 7.7 million and 4.6 million average viewers, respectively. FOX and the CW followed in fifth and sixth places with average audiences of roughly 4.6 million and 3.8 million average viewers, respectively.

CBS’s “Criminal Minds” and “CSI: NY” rounded out the top three, with 14.3 million and 11.8 million average viewers, respectively.

Overall, CBS won the night with an average audience of just over 10.8 million viewers, while ABC took second place with almost 10.5 million average viewers. FOX and NBC claimed third and fourth places with roughly 8.4 million and 6.3 million average viewers, respectively. Univision and the CW followed in fifth and sixth places with average audiences of roughly 4.8 million and 2.8 million average viewers, respectively.