Nielsen Adds YouTube Counts for Local Audiences

Nielsen is to include YouTube TV viewing at designated market levels (DMAs) in its Local TV audience measurement, using its Digital in TV Ratings (DTVR).

The ratings giant had already included the Google-owned platform in national TV ratings with DTVR last summer.

There are currently 210 DMA regions across the US. Programmers and advertisers across these are now offered a more comprehensive view of audiences engaging with linear TV programming across digital platforms.

Digital in TV Ratings, launched in 2015, give us a single audience metric across channels including mobile, desktop and TV and new virtual multi-channel distributors - alongsidetraditional linear TV audience metrics.

'Local broadcasters have been eagerly anticipating the inclusion of YouTube TV into Nielsen currency measurement', comments Jeff Wender, Managing Director, Nielsen Local. We're excited to be able to help local media buyers and sellers capture digital audiences, as well as provide advertisers a full account of all viewing activity, irrespective of distribution channel'.

Web site: www.nielsen.com .