Nielsen Reveals a New Way to Track Locals In The World of Streaming





Nielsen is set to release its newest report system covering over 20 local streaming TV apps. Titled Local Streaming Insights Quarterly Solution, these reports will cover the top 56 local U.S. markets, including ad-supported streaming services, subscription streaming services, as well as MVPD and vMVPD apps. 

“For the first time, Nielsen clients will have access to syndicated reports with streaming insights that are specific to the local audiences in which they are targeting,” said a representative from Nielsen.

The new report system will help clients navigate the ever-evolving landscape of all available viewing options. This will provide them with valuable insight into their target audience’s preferences and see how they compare to competitors. “We are committed to working alongside our clients to help them deliver on their business objectives and access valuable local audiences at a deeper level,” said Catherine Herkovic, Executive Vice President and Managing Direct of Nielson Local.

The new Nielsen Local TV measurement product will provide “persons-level demographics for traditional cable, satellite, broadband only, and over the air viewers,” according to sources.

Nielsen’s Local TV Measurement system will be able to distinguish who’s watching what programming within a household and won’t assume everyone is watching programs together, which is important in the era of multiple entertainment devices.

As described on Nielsen’s website regarding Local TV Measurement:

“Understanding how audiences tune into and experience local television is essential to reaching the right people, at the right time, with the right content. Local broadcasters and agencies need trusted measurement solutions to get an accurate picture of what their audiences are watching – when, where, how often, and on which platform.”

Nielsen’s Local TV Measurement system will provide “unparalleled insights into what audiences are watching across 210  local designated market areas.” It will analyze advanced metering technology, people-powered panels, and data spanning millions of cable and satellite boxes. The metrics from these devices will help form metric deliverables said to truly represent “what real people are actually viewing in local markets” on an individual level.

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