Nielsen Makes A Play To Better Measure Co-Viewing During The Super Bowl | AdExchanger

"From Nielsen's perspective, "we think this is a big opportunity to improve person-level measurement" and give buyers and sellers a more accurate picture of who's actually watching what, said Brian Fuhrer, SVP of product strategy and thought leadership at Nielsen."

"Fuhrer said its pilot is a "logical extension" to recent enhancements it has made to its measurement currency offerings - namely, the incorporation of the Advertising Research Foundation's ARF DASH TV Universe Study, which Nielsen shared with clients last week."

""We are going to wait to see what the actual impact is before anything happens," Fuhrer said. The pilot has "very little downside because it's not currency," he said. And, at least at first, "nothing will be transacted off this data." Instead, Nielsen will make the results of its pilot available to clients in a few weeks as "impact data," which they can compare with data from Nielsen's traditional Portable P"

Nielsen is piloting a new measurement approach to better detect co-viewing by incorporating data from Portable People Meter wearables during the Super Bowl. The pilot will continue through other major sports events in the first half of the year, including the Daytona 500. The approach aims to improve person-level measurement and provide buyers and sellers a more accurate picture of who is actually watching. The pilot is presented as a logical extension of recent measurement currency enhancements, including incorporation of the ARF DASH TV Universe Study. Pilot results will be shared as impact data and will not immediately change official currency.

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