Sports Media Report
Nielsen, a global leader in audience measurement, data and media intelligence, today announced that it is piloting a new methodology enhancement to more accurately account for co-viewing. This will better reflect the total viewership for programming – in particular LIVE events.
The pilot program will launch with Super Bowl LX on NBC on Sunday, February, 8, 2026 and continue for high-profile sports and entertainment live events in the first half of the year. The initial results from the pilot program will be released a few weeks after the delivery of Nielsen final Big Data + Panel ratings, which are still considered currency.
“Nielsen’s mission is to constantly push measurement forward and deliver the most accurate data ever. This co-viewing pilot builds on that mission, alongside our recent enhancements with Big Data + Panel, out of home expansion, live streaming measurement and our wearable devices,” said Karthik Rao, CEO, Nielsen. “Our clients produce live TV events that get the world watching. It’s our job to make sure we are accurately counting the audiences they meticulously build.”
Nielsen has always been uniquely positioned to account for instances of multiple viewers in front of the TV screen (co-viewing). The new pilot methodology for co-viewing better incorporates the use of Nielsen’s proprietary wearable measurement devices. These are worn on the wrists of Nielsen panelists and resemble a smart watch. The wearables capture audio from TV events, shows and movies, allowing for more passive measurement that does not require a formal log in process.
This data enhancement pilot exemplifies Nielsen’s commitment to innovation and providing the most accurate and reliable measurement tools in industry. Nielsen made tremendous advancements in its audience measurement in recent years, including the wide adoption of Big Data + Panel measurement; first party data for live streaming measurement; and out of home measurement expansion. Nielsen is the source of truth for streaming measurement, with regular reports like The Gauge and the Nielsen Streaming Top 10. This co-viewing enhancement will continue to build on Nielsen’s momentum of providing the marketplace with unparalleled comprehensive measurement of television audiences.
As noted above, the co-viewing estimates from the pilot program will not be immediately included in Big Data + Panel ratings from Nielsen. As such, they will not be considered “currency” that advertisers transact on, but the pilot data will be made available to Nielsen clients following the delivery of Big Data + Panel ratings. Clients will be able to share those findings publicly. Nielsen will provide additional impact data to clients later this year, before the co-viewing methodology is fully implemented into its suite of marketing intelligence products with a goal of incorporating in “currency” measurement for the 2026/2027 season. This co-viewing enhancement is the first phase, with additional co-viewing enhancements planned beyond 2026. Nielsen will share additional timing details on later phases once available.
