Nielsen announced several upgrades to its audience measurement system ahead of the fall television season. The company will incorporate data from wearable devices, specifically its Portable People Meter (PPM) Wearables, which panelists wear on their wrists to detect audio from television programs. These devices, which Nielsen first deployed nationally in 2016, will now contribute to the company’s co-viewing data without requiring users to manually log in through Nielsen’s standard process.
The ratings firm is also implementing methodology changes related to account sharing and device use. Building on an earlier decision to adopt the Advertising Research Foundation’s Device and Account Sharing (DASH) framework, Nielsen will now use updated DASH estimates based on more recent survey data. Additionally, the company plans to incorporate information from two new surveys designed to improve its estimates of Spanish-speaking households in its research panel.
Nielsen is simultaneously upgrading its machine learning systems that analyze demographic information from various data sources. The company stated that this technological advancement should result in data that better represents the actual population and reduces artificial skewing toward older residents. These combined modifications reflect Nielsen’s effort to maintain its role as the primary ratings measurement standard as viewing habits have become increasingly fragmented across multiple platforms and devices, particularly with the growth of streaming services.
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