Nielsen Reports on Impact of Co-viewing Pilot

Nielsen has announced the results of its co-viewing pilot, conducted in February, and says it shows an average uplift of around 4.19% in total viewers for the top televised live events including the Super Bowl LX, Olympics Opening Ceremony and State of the Union Address.

The pilot saw panelists inside the home using wearable devices whose data has not previously been applied in Nielsen's co-viewing models. Results will not be included in the next final and official Big Data + Panel ratings for Nielsen clients, and will therefore not constitute a transactional ad currency, until the 2026/2027 TV season when the company aims to have the methodology enhancements fully integrated into its suite of media intelligence products.

CEO Karthik Rao (pictured) says of the developments: 'OurCo-Viewing pilot exemplifies our unwavering commitment to providing the most accurate measurement for our clients during these dynamic times of change. In the past year alone we've made continued enhancements to our ratings to better reflect the power of live TV in reaching massive audiences.'

More detailed information on specific demos for the co-viewing pilot have been made available direct to clients, and Nielsen says it will continue sharing data on the impact of the enhancement, with clients, throughout the year.

Other major events covered in the pilot included the NBA All Star Game, Daytona 500, Olympics Closing Ceremony, and the Olympics Men's Hockey Gold Medal Game.

Home page: www.nielsen.com .