November 29, 2024
The Media Rating Council (MRC), an oversight group that applies standards to audience measurement models from companies such as Nielsen, Comscore and VideoAmp, has approved a plan for Nielsen to integrate first-party streaming data into the company's panel-based national TV ratings. The "panel plus big data" measurement has the potential - at least for live events - to show that a significantly higher number of people are watching a particular program than the panel-only measurement. The sample size for panel plus big data is currently small. Amazon is the only Nielsen client currently using integrated measurement, for its Prime Video Thursday Night Football telecasts.
In his a statement Nielsen CEO Karthik Rao highlighted the importance of the MRC's approval, which confirms Nielsen's ability to introduce this innovation in a safe and verified manner. With proven methodologies such as our panel of accredited individuals and precise new research solutions for the streaming measurement era, Nielsen will ensure accurate measurement of the content viewers are watching. Our industry will finally have a true picture of linear and streaming audiences.
Data there has shown a significant increase with the addition of Amazon's streaming data, about an 8 per cent increase (just under 1 million viewers) from the panel-only measure. Nielsen's panel-only figures have 'Thursday Night Football' averaging 13.2 million viewers per game this season. The Big Data addition pushes the audience to 14.26 million.
This increases the number of titles with limited multi-platform data from other networks that occasionally report combined TV and streaming numbers for live events. NBC's Sunday Night Football has averaged about 18.9 million TV viewers this season (streaming on the Peacock and other digital platforms, as measured by Adobe Analytics). Those games have grown to 21.3 million, an increase of about 13 percent. Other Nielsen clients such as Fox, ESPN and CBS have also seen streaming gains for live sports, although not as regularly (CBS is also currently in a contract dispute with Nielsen and does not use its ratings product).
Nielsen is currently in talks with a number of other clients to use the panel plus big data measurement for live events. What it won't do, however, is show additional same-day viewing for most regular programming or episodes of popular TV series. 'Chicago Fire', for example, does not stream on Peacock at the same time as its NBC broadcast, as does 'Sunday Night Football'. The new tool could help networks and streamers reach an even wider audience. Live broadcasts are among the most reliable viewers on television.
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