Nielsen announced today that TV audience of YouTube in place market level (adaptors) will now be included in Nielsen local television audience measurement using digital Nielsen in TV ratings (DTVR).
Nielsen launched in 2015 DTVR metric as a way to provide programmers and buyers with the most accurate and comprehensive TV viewing data. So whether on a computer or mobile device, if the viewer is watching live or time-shifted programmes at the national or local level, Nielsen can expect that preview in a standard assessment of TV programs.
On-demand streaming service subscriptions and Nielsen signed last summer, where measurement media Titan will provide ratings DTVR YouTube TV at the national level, audience measurement partnerships. Measurement at the local level appears to be the next step in that partnership.
“Local broadcasters were looking forward to turning on the TV on YouTube in currency Nielsen,” said Nielsen, managing Director Jeff Wender. “We are pleased to be able to help local media buyers and sellers to capture digital audiences and provide advertisers with a full accounting of all the activities of viewing, regardless of the distribution channel”.
To measure the local media, Nielsen has developed the DMA, groups of countries that form a common local television market. Currently, the adapters 210 in the United States, including the YouTube TV in the local Nielsen ratings with the help of DTVR, the company enables programmers and advertisers in local adapters to get a better understanding of how the audience consumes the linear TV shows using digital platforms.
YouTube TV currently costs $40 a month for 60 channels; add-on packages ranging from $5 to $15, and includes all major broadcast networks (ABC, NBC, CBS, Fox, CW) to go with a wide variety of cable channels that represent local sports, news and entertainment.
TV YouTube not disclose subscriber numbers now.
In April of this year, Adweek writes about the increasing use of OTT on the market at a market level, not only in large, more technologically savvy markets, but in markets of all sizes across the country.
While a stream behavior depends on the type and market, in December last year, according to Nielsen, streaming use increased by an average of 30 percent compared to 2016. Not only are Americans cutting the cord and increasingly view content on their smartphones and tablets through streaming services like YouTube TV, but a local television station was putting their original content on OTT platforms.
Needless to say, the rise of OTT at the local level creates a local audience measurement is a partnership between the YouTube channels are very practical move.