Nielsen Broadens Definition of "Watching TV" to Include Tablets, Etc.
February 22, 2013 11:42 AM
Nielsen will launch the new software and hardware tools in the 23,000 homes it samples starting September 2013
Watching TV no longer simply means watching cable on a television set. We now have devices like tablets where we
use services like Netflix
to consume movies and TV shows. For these reasons, Nielsen has decided to expand its definition of television beyond the traditional meaning.
Last week, the What Nielsen Measures Committee agreed to broaden the definition of television at a meeting in New York. This committee consists of members of local TV stations, major TV networks, advertising agencies and cable TV networks.
The reason behind this decision is that networks believe the viewership of their shows isn't being completely accounted for through traditional ratings measurements.
There will be two phases of the measurement improvements. The first will include tablets with broadband connectivity in the home while the second phase will include viewership from any device.
While Nielsen will measure the amount of time a viewer spends watching services like Netflix, it won't provide ratings data because Netflix would have to agree to encode its program signals for Nielsen to trace them.
However, back in 2011,
Nielsen conducted a survey
on how Netflix and Hulu users watch their video streaming services.
After conducting 12,000 online interviews in March 2011, Nielsen found that most Netflix users watch their videos on a TV screen via a game console while a majority of Hulu users watch their videos on a computer.
Nielsen will launch the new software and hardware tools in the 23,000 homes it samples starting September 2013 -- which is when the next TV season starts.
The Hollywood Reporter
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