Nielsen Launches New Rating System To Include Some Streaming Starting With Live Sports

Nielsen is launching a new TV ratings measurement system that will include streaming data and start with live sports. As PPC Land reports, the new methodology, dubbed ” Big Data + Panel,” has launched for the new TV season and will combine the ratings measurement company’s traditional home panel-based data with inputs from devices including cable set-top boxes, satellite receivers, and smart TVs.

The new device input information will be taken from 45 million households and 75 million devices and will include data from Amazon Prime, Netflix, and YouTube. Talks are currently underway for adding ESPN, Tubi, Peacock, and Paramount, according to the WON. The measurement will begin this week and start with the NFL and other major sports.

The push for the change is driven by the NFL, which has expressed concerns that the traditional ratings system — which did not include streaming viewership — undercounted its metrics, sometimes by as much as 20%. Tests during NFL preseason games showed that numbers increased in the 17% range.

Not all platforms or sports are yet covered and it is not clear when or even if pro wrestling will be included. The ratings reports will take longer to release than traditional ratings, and the expectation is that this will allow networks and other provides to increase ad rates as a result.