mo-9.jpegPBS, for the first time ever, is implementing a full-time rating service.

With this new full-time demographics rating service, the network seeks weekly ratings for more than 40 of its programs, including PBS NewsHour, Dinosaur Train (which we’re sure many of you watch) and Sesame Street for any First Lady Michelle Obama fans out there.

Last month she appeared on the beloved kid show, saying, “It’s probably the best thing I’ve done in the White House.”

Through improved data reporting, states a release, agencies will better understand how PBS sponsorship will benefit clients.

PBS has held a Nielsen contract since the 1980s; the new service is a marked increase, from 12 weeks to 52 weeks a year.