Variety is reporting that shows watched on mobile devices like smartphones and tablets will soon be added to the Nielsen TV ratings.
Variety said the move will be announced next week and will happen next year.
Some advertisers are saying it can’t come soon enough, “The fact that (incorporating mobile viewing into TV ratings) is still a year off shows we’re not moving at the speed that marketers and consumers are,” said David Cohen, chief media officer for ad agency Universal McCann.
But Nielsen thinks it will help TV’s content providers account for viewers who were once thought lost. “Networks are starving for a number they can publish that really represents their audience not just on TV but across all platforms,” Eric Solomon, Nielsen’s senior VP of global audience measurement told Variety. “I think it will start changing the narrative that ‘people are not watching TV shows.’ It’s that they’re watching on different platforms.”
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