Nielsen will now include YouTube TV viewership at designated market levels (DMAs) in Nielsen Local TV audience measurement using Nielsen Digital in TV Ratings (DTVR). Whether on a computer or mobile device, if a viewer watches a live or time-shifted program at a national or a local level, Nielsen is able to count that viewing into the program’s standard TV ratings. The deal “will help local media buyers and sellers capture digital audiences, as well as provide advertisers a full account of all viewing activity, irrespective of distribution channel,” said Jeff Wender, managing director of Nielsen Local.
According to Nielsen, streaming usage has increased on average by 30 percent over 2016. Not only are Americans cutting the cord and increasingly viewing content on their smartphones and tablets via streaming services like YouTube TV, but many local TV stations have been putting their original content on OTT platforms as well. (Adweek, 5.22.18)