Inclusion on YouTube TV Step In The Right Direction for Nielsen

YouTube TV viewers will now be lumped with traditional TV viewers when it comes to ratings for their favorite TV Shows. The move will help networks get a more clear picture of what their actual audience is in the face of cord cutting.

“Local broadcasters have been eagerly anticipating the inclusion of YouTube TV into Nielsen currency measurement,” said Jeff Wender, managing director of Nielsen Local, said in a statement. “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.”

Users who access TV programming from apps have not been factored in completely in the landscape of TV ratings so far. An understanding of who is actually watching and how will be important as the TV industry moves on from outdated evaluation models and embraces app based viewership.