[eMarketer] Nielsen announces major changes to improve TV audience measurement

Nielsen has announced that it would overhaul its measurement process to focus on providing audience estimates based on individual ads rather than overall commercial minutes.

The goal is to enable more granular measurements across linear TV, making it easier for advertisers to compare performance across linear and digital platforms.

The news comes as Nielsen attempts to regain Media Rating Council (MRC) accreditation and win back the trust—and business—of the television industry, as well as launch its cross-platform measurement service, Nielsen One.

The company will begin making changes in 2022 and aims to have the new system fully in place by fall 2024.

Nielsen’s Individual Commercial Metrics allow the company to measure linear TV at a subminute level, bringing it more in line with standards for measuring digital performance.

eMarketer posits that TV networks have consistently complained that Nielsen undercounts their viewers, but with the shift to streaming, their protests have gotten louder. In particular, networks are frustrated with what they perceive to be out-of-date measurement methodologies that don’t take into account the new ways people are consuming content.

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