Nielsen Overhauls and Expands Local TV Measurement

Additions include out-of-home metric, enlarged audience panels

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

Nielsen unveiled an expansive overhaul of TV measurement in its 208 local markets that will substantially expand its audience panels while also adding out-of-home measurement in several markets.

The company said the local TV overhaul, which has been in the works for three years, will deliver more reliable and stable measurement each week.

In the summer of 2018, Nielsen replaced paper diaries with electronic measurement in 137 designated market areas, or DMAs.

Starting Friday, data delivery in Nielsen’s 71 other DMAs will include portable



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in