Nielsen Upgrades Local TV Data Methods

Nielsen has made four changes to the methods behind its Local TV currency data, with immediate effect. They include shifting to a 1-minute qualifier for quarter-hour measures; an update to the HDAM household model; new wearable tech data; and more robust Spanish Language Universe Estimates.

The firm recently announced seven changes to its National TV measurement methodology, prior to the new broadcast TV season, and says both national and local changes are geared to providing more accurate ratings for both Buyers & Sellers.

The new One Minute Qualifier (1MQ) replaces the current 5-minute qualifier for crediting the quarter hour, which the company says 'leaves upwards of 24% of tuning events unreported.' An improved Household Demographic Assignment Model (HDAM) across both Local & National ratings will help eliminate bias and better represent tuning differences across younger and older households, according to the firm.

The use of a PPM (Portable People Meter) in Viewer Assignment for both national and local measures will capture co-viewing more accurately, particularly for live events, by combining passive data from 'wearable' technology into demographic assignment, for those DMAs where set meter and code reader panels are utilized. Lastly, from 26th of this month, the Spanish Language Universe Estimates used will be updated based on combining the American Community Survey (ACS) with the currently used National Hispanic Television Survey (NHTS), thus increasing sample for language classifications and giving more robust data on languages spoken in the home.

Web site: www.nielsen.com . Pictured is Nielsen CEO Karthik Rao.