Nielsen enhances local TV currency measurement

The changes are designed to provide a more complete and accurate view of television audiences across local markets

Nielsen is introducing four methodology enhancements to its Local TV currency data as broadcasters prepare for the 2026/2027 season. The changes are designed to provide a more complete and accurate view of television audiences across local markets.

The enhancements take effect from August 31, with the exception of an update to Spanish-language universe estimates, which will be implemented on September 26. They follow seven methodology enhancements Nielsen announced for its National TV measurement service.

Nielsen updates Local TV audience measurement

The first change is the introduction of a One Minute Qualifier (1MQ), replacing the existing five-minute qualifier used to credit the quarter hour. Nielsen says the adjustment will capture tuning events that currently go unreported and provide a more complete view of Local TV audiences across Designated Market Areas.

Nielsen is also updating its Household Demographic Assignment Model (HDAM) across its Local and National services. The company says the updated model is intended to reduce bias and better account for differences in viewing patterns between younger and older households.

Passive data improves viewer assignment

The third enhancement introduces Portable People Meter (PPM) data into viewer assignment. The approach uses passive data from wearable technology to improve the measurement of co-viewing, particularly during live events. Nielsen expects the change to provide more precise co-viewing audiences across Big Data and panel homes in markets using set meters and code-reader panels.

The fourth change is an update to the Spanish Language Universe Estimate, effective September 26. Nielsen will combine American Community Survey (ACS) data with its National Hispanic Television Survey (NHTS), alongside ACS and NHES data, to develop a modeled estimate of the language spoken in the home.

Nielsen builds on local measurement capabilities

Nielsen says the Spanish-language methodology will provide more respondent data across a broader range of markets and improve language classifications used in the universe estimate.

The changes build on Nielsen’s expansion of Local TV audience measurement, including its use of Big Data and Panel measurement and its Local OTT measurement service. The company says the enhancements are intended to strengthen the comprehensiveness and accuracy of Local and National media intelligence for media buyers and sellers.

www.nielsen.com

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