A Nielsen Cannot Change Its SpotTrac

Just over a week ago, Nielsen Media Research, Inc. filed for patent protection for the word mark, SpotTrac. (Letter type and type style are mine. The filing, as shown online, has all characters in upper case letters in regular style.) Here is the text from the filing:

Computer software and hardware for use in encoding, decoding, reading, and analyzing broadcast, television, video and audio signals, audio and video coding, and signal source identification and analysis; firmware, namely electronic and integrated circuits, for use in encoding, decoding, reading, and analyzing broadcast, television, video and audio signals, audio and video coding, and signal source identification and analysis; electronic audio and video encoders; and electronic audio and video readers

Makes me think that Nielsen would like to have a greater presence on the broadcast end and not just the viewer side.

Nielsen has also filed for trademark protection for:

• Creative*Views: On the face of it, the concept doesn't sound too groundbreaking. Seems like it's just e-delivery of their research services, allowing the customer to choose how they view reports.
• Follow the Video: I can see Nielsen getting more involved in online video, such as tracking viewership, links and propagation

These are just my best guesses with limited information. I have not contacted, nor do I have an inside source, at Nielsen Media. But I am excited to see what Nielsen finally unveils.