NEWS16 August 2010

Nielsen introduces new TV weighting controls

North America

US— Nielsen is to add two new weighting controls to its TV ratings service next year after reviewing existing data with clients and the Media Rating Council.

A new category has been created for viewers watching through a computer, and the ‘under 34’ category has been split into under 25 and 25-34.

Nielsen said in a letter to clients that the addition of the new controls is expected to have a “minimal impact” on reported estimates.

The firm added that the majority of clients who took part in discussions about the new weightings “were not opposed” to the new categories.