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USA Nielsen nears decision on TV household definition
If a viewer watches a TV show on a tablet, should that be reflected in its Nielsen rating?
That's a question at the heart of a complicated decision Nielsen hopes to make by the end of the first quarter regarding a new definition for what constitutes a TV household.
The new definition is almost certain, according to sources, to include for the first time viewing on TV sets that show video via broadband connections, whether from a device like Apple TV or directly into the set itself. In addition, that viewing would not have to come in the form of linear channels, which would open up measurement to on-demand options like episodes posted on a broadcaster's website.
But what is currently being debated is whether homes that restrict their viewing to smartphones or tablets will also be considered TV households. Those devices may have to wait until their measurement can be integrated into the TV ratings system.
A proposal from Nielsen is currently being reviewed by a special committee comprised of representatives across its client base. Nielsen is said to favor an approach staggered in stages, say sources, the first of which would be ready for the 2013-14 TV season incorporating broadband-connected TV sets -- but not include measurement of video consumption on wireless devices.
While the TV industry is in general agreement on the long-term goal -- one measurement of all viewing regardless of platform -- the dilemma is how best to proceed in the short term.
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