Nielsen Adds LGBTQ Segments to National TV Panel

In the US, Nielsen has launched an update to its National TV Panel, promising more insights into LGBTQ consumers.

Nielsen has been working closely with media advocacy organization GLAAD to determine the best approaches for reflecting LGBTQ inclusion and representation in its panels. This has included evaluating recruiting and classification techniques that help better identify same-gender spouses and unmarried partner households to participate in Nielsen's panel. Brian Fuhrer, Nielsen's SVP of Product Leadership, says the initiative is a continuation of his firm's investment in ways to ensure its TV panel reflects the diversity of the consumer landscape.

Sarah Kate Ellis (pictured), President & CEO of GLAAD, adds: 'We are at the highest levels ever reported for LGBTQ inclusion on television, and it's important that we know American audiences are connecting with these characters and shows. We appreciate Nielsen's commitment to ensuring that LGBTQ people wherever they live and consume television are being counted - and that those numbers are being reported'.

Web sites: www.nielsen.com and www.glaad.org .