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Nielsen Debuts Wearables for Live Event Viewership
3 Feb
Summary
- Nielsen is launching new wearable devices for panelists to track co-viewing.
- The technology will debut during Super Bowl LX on NBC on February 8.
- This aims to capture audiences in bars and other non-household locations.
Nielsen will roll out a new measurement technique using wearable devices for its panelists, beginning with NBC's broadcast of Super Bowl LX on February 8. This technology is designed to capture audio from content being watched, providing a more precise count of audiences engaged in 'co-viewing' scenarios, such as in public venues.
The company expects this pilot program to improve the accuracy of ratings for live events, a critical area for traditional media in the streaming era. Nielsen has historically faced challenges and disagreements with clients regarding the accurate tabulation of out-of-home viewership, with past instances of undercounting audiences for major events.
While the new out-of-home data will not initially be part of bedrock TV ratings, it will be accessible to Nielsen clients shortly after traditional viewership figures are released. Nielsen aims to integrate these enhanced out-of-home numbers into its standard ratings by the 2026-2027 TV season, with further improvements planned.
