Nielsen's The Gauge Delayed as DASH Data Built In

Nielsen has delayed reporting of this month's edition of 'The Gauge', its analysis of television screen viewing, by a week. The move follows the company's adoption from February data onwards of DASH universe estimates from the ARF.

DASH is a nationally projectable, syndicated enumeration study of how US households connect to and consume TV, use video-capable digital devices, and interact with and share streaming media and ecommerce accounts, fielded in partnership with polling firm NORC at the University of Chicago. Nielsen's The Gauge gives share of market for all broadcast, cable and streaming consumption via a television screen, and the incorporation of DASH universe estimates into it was strongly urged by the TV committee of the MRC, which has accredited the new ARF system. The committee is made up of more than 80 Nielsen clients.

According to reports, Nielsen had advised clients that the changes were likely to reveal a downturn in streaming audiences, partially driven by big audiences for February coverage of the Winter Olympics and the Super Bowl, both telecast and streamed via NBC and Peacock and leading to a spike in cable and broadcast viewing.

Nielsen said in a statement provided to www.variety.com , 'When we began our standard monthly Gauge previews with clients this week, some clients requested additional data around DASH implementation. We will be providing them with that information. As a result, we are delaying the release of The Gauge one week to coincide with The Media Distributor Gauge release on March 24. We believe this will enable a smoother transition and give clients and the industry a better holistic view of February viewing.' For the long term, the ratings company 'believes that the change more accurately reflects the TV landscape'.

Web site: www.nielsen.com/data-center/the-gauge .