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Nielsen to Cast a Wider Net With Its Ratings

Sep 11, 2019  •  Post A Comment

In a move that should come as good news for television networks, the measurement company Nielsen said it will expand its service next year to include viewing outside the home.

The AP reports that the company says it will launch the expanded measurement next September. The change means people who watch in bars, airports and offices, among other places, will be taken into account in setting advertising rates.

“That’s been a long time coming for networks, which have been prodding Nielsen to find a way to pick up this extra viewership for years,” the AP reports. “CNBC stopped subscribing to Nielsen four years ago, feeling cheated because Nielsen didn’t count people who watched business coverage in offices.”

Nielsen executive Scott Brown is quoted saying Tuesday: “We think it’s important. We know that this is real viewership that wasn’t being counted or measured and our goal is to measure everyone that is watching.”

The AP adds: “Based on its tests, Nielsen predicts that its count of people watching sports events will go up an average of 11 percent. News shows are averaging a 7 percent increase. For networks that traffic in that programming, that’s real money — numbers that can be incorporated in what they charge for commercial time.”

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