Nielsen announces strategic change to Local TV Measurement

Nielsen’s objective is to measure video content however consumers access it. And in the last decade, the places and ways consumers can view content have grown significantly. A year ago, Nielsen made the decision to capture viewing happening outside of the traditional definition of a Nielsen TV household by recruiting and including broadband-only homes in the TV Universe.

Based on a thorough evaluation of the viewing patterns in broadband-only homes and an ongoing industry appeal to maintain stable measurement in local television, we have decided to exclude broadband-only TV homes from local TV measurement and ratings for the time being. This change will go into effect beginning with the 2014-2015 Universe Estimates. Broadband-only households will continue to contribute to National ratings as part of the National People Meter sample. Additionally, the data provided from broadband-only homes will still be monitored and provided to our clients for insight and planning purposes.  

Below is a statement from Pat McDonough, Senior Vice President, Insight and Analysis, Nielsen regarding this change:

“In early 2013, the decision to include broadband-only homes in Nielsen’s Television Universe Estimate was made to measure the media behavior of the average US viewer in this fast-changing and evolving technological landscape. This change was made with specific and strategic measurement benchmarks in place as a way to study how this small segment of the vast viewing audience might affect the larger sample.

Based on a thorough evaluation of the viewing patterns in broadband-only homes and industry feedback on the need to maintain stable measurement in local television, we have decided to exclude broadband-only TV homes from local TV measurement and ratings for the time being. This change will take effect at the start of the 2014-2015 television season.

We will continue to deliver insights on consumer behavior in these broadband-only TV homes to all clients, including local TV clients, so that the marketplace can understand how TV and video consumption within this small group evolves.

Our clients will receive the full support of our measurement science teams as we move to a complete and holistic view of how media is consumed by local viewers in today’s marketplace. With this adjustment, Nielsen and our clients are now best positioned to meet the challenges and opportunities of a fast-moving viewing landscape.”