In August 2009, Microsoft launched “1 v. 100,” a socially interactive prime-time game show for Xbox Live in an effort to combine an interactive video game with live television. Now Microsoft’s Xbox LIVE advertising group teamed up Nielsen to obtain ad specific metrics with Season 2 of 1 vs. 100. The goal’s to identify “who was playing the game and saw a particular advertisement. “Our goal is to ultimately provide advertisers with concrete Gross Rating Points (GRPs) and Targeted Rating Points (TRPs) to maximize their media spend,” writes Mark Kroese. He called the partnership with a Nielsen a “critical first step” as Microsoft brings Xbox Live “into the TV advertising ecosystem.” The second season of “1 vs 100” will run for 14 weeks.