Nielsen has announced that YouTube TV viewership at designated market levels (DMAs) will now be included in Nielsen Local TV audience measurement using Digital in TV Ratings (DTVR). This follows the introduction of YouTube TV into national TV ratings with DTVR last summer and is part of the company’s ongoing efforts to measure viewing everywhere as content consumption continues evolve.
To measure local media viewing, Nielsen developed DMA regions that group counties that form common local TV markets. There are currently 210 DMA regions across the US. By including YouTube TV in local ratings using DTVR, Nielsen says it will programmers and advertisers across these local DMAs to gain a more comprehensive view of audiences engaging with linear TV programming across digital platforms.
“Local broadcasters have been eagerly anticipating the inclusion of YouTube TV into Nielsen currency measurement,” said Jeff Wender, Managing Director, Nielsen Local. “We’re excited to be able to help local media buyers and sellers capture digital audiences, as well as provide advertisers a full account of all viewing activity, irrespective of distribution channel.”