Nielsen’s U.S. National TV Panel Surpasses 42,000 Households

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That’s what Nielsen, which just postponed its privatization court hearing and shareholder vote to allow its leading institutional investor to work with the consortium leading the transaction ahead of the approval process, is now crowing about.


With the growth in its U.S. National TV panel, Nielsen says it now covers 101,000 directly measured viewers. This includes a subset of 21,000 households that are part of Nielsen’s streaming meter panel, which the company “plans to continue to grow over time.”

Nielsen notes that its meters and recruitment of this group of panelists will be representative of the U.S. census data “to enable Nielsen’s data to be demographically and geographically representative of national and local markets.”

The company also reiterated that it has completed “the vast majority of success criteria” required for re-accreditation by the Media Rating Council (MRC) for its National TV Ratings Service. Nielsen expects to complete the required audit components in the next quarter.

“We are extremely proud of hitting the milestone of steadily maintaining at or above the target of 42,000 panel households, and the progress we have made in building a robust ID system for the digital ecosystem on our road to Nielsen ONE,” said Karthik Rao, Chief Operating Officer at Nielsen. “We continue to be one of the only media measurement companies that provides fully independent, audited and representative data in the marketplace.”

Nielsen says it now has more 500,000 people who have agreed to be a panelist across TV, digital and audio with approaches ranging from direct metering to data calibration and validation.

Nielsen’s non-metered Participant Panel, a component of Nielsen’s Digital panel, totals more than 250,000 individuals. “The data from this group of panelists is critical in building audience validation methodologies to deduplicate across the open web and walled gardens,” Nielsen says.

Meanwhile, Nielsen says it is continuing to make enhancements to its ID System “to deliver holistic, people-based measurement across platforms and publishers and deduplicate devices, content and ad exposures in light of the impending deterioration of digital identifiers.”

Nielsen plans to further strengthen its ID system with Participant Panel data expanding its ability to validate and correct external datasets within the Nielsen ID System. It plans to increase the directly measured footprint across computer and mobile building a truth set for deduplication — what a panelist viewed on TV, what they viewed online or mobile device, and what they viewed on both platforms.

Panel Type

Total
Panelists

Purpose

National
Television 

101,000+
people

42,000+
households

Representative metered panel to measure real consumer
viewing on the TV glass 

Local
Television
Only 

25,000+
people

11,000+
households

Representative metered panel to measure real consumer
viewing on the TV glass for local markets only

Audio / PPM

 

 

 

77,000+
people

Metered panelists in 48 markets audio consumption for radio

 

In 44 markets these panelists also measure out-of-home
TV viewing

Digital 

75,000+
people

Metered panelists to measure ad and content exposure
across computer, mobile and cross-platform

Participant

250,000+
people

Non-metered, Digital Panelists to enhance our measured
panel assets including big data 
calibration and identity
validation