Seeking support for its new Total Audience Measurement, Nielsen announced a second part of that system has been given the seal of approval from the Media Rating Council.
The MRC granted accreditation to Nielsen’s Digital in TV Ratings, which measures live and delayed linear TV commercial viewing on desktops and mobile devices.
That viewing is added to viewing on TV sets to calculate C3 and C7 ratings used to buy and sell advertising time. It is based on a combination of census-level data, demographics and the representative panels of viewers in Nielsen homes with people meters.
Digital in TV Ratings, launched in 2015, is currently being used by clients including ABC, CBS, Freeform and Univision.
The TV industry is looking to measure all TV viewing, whenever, wherever and on whatever device. Nielsen thinks its Total Audience Measurement system is the answer. But networks led by NBCUniversal have balked at another Nielsen metric—Total Content Ratings—in part because there are some types of viewing that are still not being measured and because not all distributors have added the software Nielsen needs to measure viewing to their digital video players.