In a move that will give media buyers and sellers a dive into viewership patterns for a new class of virtual MVPDs, Nielsen announced Tuesday that “eligible TV viewing” from Hulu and YouTube TV are now included in its Digital in TV Ratings.
Nielsen said the extended measurement into those OTT services will also contribute to the C3/C7 currency (three- day or seven-day window) that the industry relies on for TV advertising. That viewing will count toward viewing in Nielsen’s standard TV ratings.
YouTube TV launched in a handful of markets in April, and recently expanded its reach into ten additional markets. Hulu introduced a beta version of its new live TV service in May.
Nielsen noted that it will combine digital viewing of live, DVR and VOD on Hulu’s live service and YouTube TV with “traditional linear audience metrics” across their reach on Web browsers, tablets and smartphones.
Nielsen launched Digital in TV Ratings in 2015, aiming to provide a method for programmers and buyers to account for that viewing so long as the programs and commercials match the traditional linear TV airing.
“The inclusion of eligible TV viewership from Hulu and YouTube TV viewership in C3 and C7 through Digital in TV Ratings is a major accomplishment in delivering Nielsen Total Audience to the marketplace,” Megan Clarken, president of product leadership at Nielsen, said in a statement.
“We built YouTube TV to bring the most popular ‘must watch’ TV to today's video streaming audiences and we're already seeing that live TV represents the majority of time spent watching on the service. Our network and advertising partners will benefit from Nielsen DTVR measurement of YouTube TV,” added Heather Moosnick, director of content partnerships for YouTube TV.