Nielsen to Include Xfinity TV Digital Viewing in Ratings

Big announcement: Viewership from Comcast’s streaming video app (Stream) will now be counted in Nielsen TV ratings.

Why this matters: Viewership is rapidly shifting to streaming and both networks and advertisers want a more accurate picture of the audience (size, demographics, etc.).

Flashback #1: TV Has A Melting Iceberg Problem

Flashback #2: Ad execs are deeply skeptical that TV measurement will ever catch up to digital — putting comScore and Nielsen on notice and billions on the line

Estimated impact on ratings when non-live (35 days) of viewing is added:
1) CBS Average — ↑ 53%
2) Big Bang Theory — ↑ 66%
3) Bull — ↑ 57%

Flashback #3: Nobody seems to know how many people watch TV shows these days — and that should terrify the ad business

More #1: The Future Of Legacy TV Advertising: Audience Targeted, Data-Driven Campaigns

More #2: Is Advanced TV Poised for a Breakthrough?

More #3: Digital Ad Marketplaces Don’t Work For TV


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