Audience-first media measurement drives better outcomes for everyone

Audience-first media measurement drives better outcomes for everyone

Audience-first media measurement means accurately counting and reporting the viewing habits of everybody, everywhere.

AUDIENCE-FIRST MEDIA MEASUREMENT

Innovating to better serve you

Our mission is to deliver measurement that powers a better media future for all people. As the industry leader and currency of choice, we’re always working to provide independent, unbiased measurement and we are continually innovating to help move the industry forward. Our unique approach of using big data validated by the real consumer viewing behavior captured through our representative panel makes us the only measurement company that can accurately measure the evolving face of America.

Our mission relies upon measurement integrity—
accurate, equitable, unbiased, and reliable media
measurement that works for everyone

  • Accurate

    We combine unmatched big data coverage – across linear, CTV, and streaming – with the unique ability to validate that data using our robust, person-level panel. By leveraging direct publisher integrations, digital walled gardens, measurement of networks and streaming services, and the most advanced data science, we enable true comparability across all platforms and the ability to deduplicate audiences. As a result, we offer the industry the clearest picture of exactly who’s watching what.

  • Equitable

    We measure all audiences across race, ethnicity, income, and geography. By counting and representing real humans and validating our big data sets with real-world viewing behavior of over 100,000 people in our panel, we’re able to represent all audiences, including harder-to-measure minority communities that are often ignored.

  • Unbiased

    We are fully independent and only beholden to the audience. We provide an objective accounting to ensure a level playing field for all media buyers and sellers. History has shown primary measurement cannot come from self-interested parties.

  • Reliable

    We are the only company currently committed to regular audit and validation across national, local, and digital measurement. We are always working to improve the quality of the service we deliver, and being transparent about reporting and fixing errors when they occur.

NIELSEN INNOVATIONS

Nielsen is innovating as audience behaviors change

We are constantly innovating, embracing the latest technological capabilities, including big data, cloud computing and artificial intelligence. Every day our 500+ data scientists are hard at work improving our current products and working to build entirely new, forward-looking forms of measurement.

Learn more about recent Nielsen innovations

Cross-Platform Deduplication With Nielsen ONE

In January 2022 we launched the Alpha of Nielsen ONE, the industry’s first deduplicated cross-platform measurement solution. Nielsen ONE will provide reach and frequency metrics across linear programming, streaming, connected TV (CTV), and digital channels. And it will enable you to buy and sell media using a single currency that is trusted, independent, and standardized across the industry.

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  • Big Data + Panel

    Nielsen unlocks the power of big data in audience first measurement while using our people based panels to mitigate risks typically associated with big data such as bias and noise. Using advanced data science and our industry leading opt-in panels, we can identify behavioral patterns essential to accurate measurement.

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  • Identity in The Open Web

    Nielsen has the leading identity solution built for measurement and capable of combining millions of data points across the media industry. Those data points include identifiers provided by participating advertisers and publishers, and prominent identity data providers, all validated by our people based panels. The result is our unique ability to accurately measure audiences across all platforms and devices.

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GET THE FACTS

The truth about audience-first media measurement

  • Fiction:

    Panels are outdated and the future of measurement is a big data-only approach.

    Fact:

    Big data is an incredibly powerful tool–and Nielsen is at the forefront of using big data sets to deliver accurate measurement. Big data (set top box or ACR) cannot alone be used for measurement. The reality is that big data sets are inherently unrepresentative. Relying solely on those sets results in undercounting and underrepresentation of Black, Hispanic, and other audiences. They also lead to fundamentally inaccurate measurement. Using panels in combination with big data makes it possible to benefit from the power of that data while ensuring true representation.

  • Fiction:

    Nielsen’s methodologies are outdated.

    Fact:

    Nielsen is always innovating and working to help move the industry forward. Every day, our more than 500 data scientists are hard at work improving our measurement products and building the next generation of measurement solutions. While it’s true that many companies out there model data and apply data science to make assertions and scale samples, our consistently audited methodologies allow us to operate in an accurate, responsible way. Today, we are investing in more big data than anyone else, as well as cloud computing and artificial intelligence, to build entirely new and forward-looking forms of measurement rooted in equity and accuracy.

  • Fiction:

    Every measurement product on the market provides audience-first media measurement.

    Fact:

    Unfortunately that’s not the case. Many of the alternative measurement solutions rely solely on sources like certain credit data models to project audiences. The result would be a drastic undercounting and underrepresentation of minority communities that are captured by Nielsen but often ignored by other measurement companies. In addition, many of the alternative measurement providers do not adhere to rigorous measurement standards that reflect current audience realities and platform capabilities that are critical for any measurement company. The Media Rating Council (MRC) recently made clear that Nielsen is one of only two companies in the TV accreditation process, and that Nielsen is the only provider that has remained fully audited over the past 12 months. Nielsen provides a measurement currency you can trust.

  • Fiction:

    Nielsen has a history of miscounting television viewership.

    Fact:

    Nielsen has a long track record of providing reliable and accurate measurement data for the media industry. Due to unprecedented and extenuating COVID-related circumstances in early 2021, our panel size was reduced, resulting in undercounted viewership by 2-6% in February 2021 in some markets. We have acknowledged the pandemic undercounting and since then have taken actions to ensure the error does not happen again.

  • Fiction:

    Nielsen only measures viewership of old, linear TV.

    Fact:

    Nielsen provides the most comprehensive media measurement available. We measure a wide range of media, from linear TV, to digital, streaming, audio, and even out of home viewing. For example, our Digital Ad Ratings measures 87% of total digital spend across Computer, Mobile, and CTV. Nielsen has the most robust streaming measurement solution in the market. And we utilize the latest technology and more big data than any other measurement company out there.