As a seasoned gamer who’s lived through the rise and fall of numerous gaming platforms, I can say with confidence that this move by Nielsen feels like a major leap forward in the world of streaming entertainment. Just as console manufacturers learned to adapt to online gaming and PC gamers embraced the convenience of digital distribution, it seems the television industry is finally catching up.
The main governing body has approved Nielsen’s plan to include data gathered by streaming platforms in their television rating assessments.
The organization responsible for overseeing media standards, known as the Media Rating Council, has endorsed a strategy that allows Nielsen to incorporate individual streaming data into their system used for national TV ratings. Additionally, the council has reaffirmed its recognition of Nielsen’s national panel measurement methodology.
The endorsement from the Media Rating Council might pave the way for numerous media organizations to initiate employing the “panel plus big data” evaluation method for live programming that airs concurrently on traditional TV and streaming platforms, predominantly live sports at present. As of now, Amazon is the sole Nielsen client implementing the combined measurement, in relation to its Thursday Night Football broadcasts (this move sparked some controversy within the industry when it was introduced in 2023).
We’re excited and grateful to receive approval directly from the MRC. This validation underscores Nielsen’s capacity to innovate swiftly, while maintaining safety and reliability in our processes,” stated Karthik Rao, CEO of Nielsen. “Our combination of established evaluation techniques such as our accredited panel, along with cutting-edge solutions tailored for the streaming era, positions Nielsen perfectly – right at the intersection of how people consume content. This unique positioning will offer the industry an unprecedented understanding of linear and streaming viewership.
Over the last five Thursdays, the audience for Thursday Night Football has grown approximately 8% compared to initial estimates, adding nearly a million viewers. Additionally, other Nielsen clients are considering integrating their individual measurement systems into the company’s service; some have already begun sharing their combined platform viewing figures for major events, such as NBC and Fox.
Obtaining the Media Rating Council’s approval extends to any upcoming data integrations from streaming services as well. This might encourage more Nielsen clients to participate, increasing their incentive.
George Ivie, MRC’s CEO and executive director, congratulates Nielsen on successfully renewing their national television panel measurement accreditation and gaining approval to merge their first-party streaming data into this measurement system. This was a substantial undertaking, and we acknowledge Nielsen’s persistent dedication to the MRC’s accreditation process.
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2024-11-01 19:25