Nielsen will begin including Hulu Live TV and Google’s YouTube TV viewing in its TV ratings in the United States in an effort to capture the shift from traditional broadcast to watching shows on laptops or smartphones, the company said on Tuesday.
All programming on Hulu Live TV and YouTube TV that has the same commercials that ran when the program aired on TV, will be included in Nielsen’s ratings no matter the device or whether it was viewed live or on DVR, the advertising tracking company said.
As viewers increasingly ‘cut the cord’, or cancel their cable package subscriptions and move to skinny bundles such as Sling TV and streaming sites like Hulu, it is important for Nielsen to account for these digital players, Nielsen’s Executive Vice President of product leadership Megan Clarken told Reuters.
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‘This is a big one for the industry,’ Clarken said.
‘We’re following viewers across platforms.’
Expanding Nielsen’s TV ratings to include digital viewership from Hulu and YouTube TV will help advertisers account for trends and refine their ad strategy, Clarken added.
‘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,’ said Heather Moosnick, Director of Content Partnerships for YouTube TV.
HULU’S LIVE TV SERVICE
For $39.95 a month, members have access to more than 50 channels, DVR storage, real-time alerts, multiple streaming support and the ability to watch their favorite shows on the go.
In addition to streaming live shows, Hulu’s new service also includes the ability to watch unlimited content from its content library.