Nielsen introduces new co-viewing measurement for NFL broadcasts

Nielsen is set to implement a new co-viewing measurement methodology ahead of the 2026–27 television season. This change follows previous updates including expanded out-of-home tabulation and the Big Data + Panel process. The new system aims to enhance accuracy in measuring group viewing within households using wearable technology that captures audio codes from TV broadcasts. Early pilot results indicate a 4.19% lift in viewership for major events, which could lead to significant financial implications for advertising rates. The full rollout is anticipated for September, impacting how sports companies gauge audience engagement.

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