Nielsen co-viewing methodology upgrade lifts live US sports viewing figures 4.2%

Nielsen is using a methodology enhancement for co-viewing that it wants to incorporate into US currency measurement in time for the 2026/2027 TV season.

The audience measurement company piloted the updated methodology in February across a range of top television sports events, resulting in an average 4.2% lift in total viewers recorded.

The methodology covers ‘inside the home viewing’ and incorporates panellists using wearable devices.

The events covered were Super Bowl LX, Olympics Opening Ceremony, NBA All-Star Game, Daytona 500, Olympics Closing Ceremony, Olympics Men’s Hockey Gold Medal Game and State of the Union Address.

Nielsen has been working to ensure its ratings better reflect the power of live TV in reaching massive audiences.

The company’s CEO, Karthik Rao, said: “Our co-viewing pilot exemplifies our commitment to providing the most accurate measurement for our clients during these dynamic times of change.”