News that Google has finally extended its ad management system and attached it to US Satellite TV operators EchoStar's set-top boxes will undoubtedly send shivers down the spines of media executives everywhere. However, it shouldn't come as a surprise to any of them. The Nielsen Ratings systems which effectively directs $70bn of advertising cash around the US networks has looked very tired for many years. Any system that measures people's viewing habits, even partially, by asking a few of them to fill out a diary is just not trying hard enough. And with such a huge prize up for grabs is it really any wonder that Google has set its sights, brains and brawn on controlling the world's most valuable media market? Anyone from BARB out there?