Nielsen serves up comparable measurement for local TV streaming apps

Nielsen has upped its cross-platform measurement capabilities, unveiling Thursday that it now reports comparable metrics for local TV streaming feeds delivered via connected TV devices, apps and websites.

By using metrics comparable to local broadcast, Nielsen will measure unique, streamed content that is not available on a station’s over-the-air channels or direct-to-cable station feeds. In turn, broadcasters will be able to understand the full reach of their local content across platforms.

Nielsen further noted the comparable metrics will provide local content owners with critical insights and new incremental revenue opportunities, such as maximizing promotional and ad inventory.

Local news in particular has been a popular inclusion for streaming services. Peacock offers 24/7 live streams of local NBC affiliates, featuring news, sports and weather. The Roku Channel and Local Now are some other apps that have recently expanded their local news libraries. Tegna, which owns 64 stations in the U.S., last year began rolling out redesigned streaming apps for each of its stations.

"Our priority remains providing the marketplace with data they can trade on with confidence," stated Catherine Herkovic, EVP and managing director of audio and local TV at Nielsen. "We continue to evolve our measurement to account for all local audiences and are thrilled to offer a more inclusive way to capture local audiences across platforms. This new innovation is the next step in aligning our local TV measurement to national TV."

Nielsen’s integration of local OTT feeds comes a few months after the vendor commercially launched Nielsen One Ads, the first offering of Nielsen’s cross-platform measurement product. Notably, Nielsen One Ads is designed to measure ads at the second-by-second level, rather than the standard minute-by-minute level.

The second component of Nielsen One – Nielsen One Content – will include advanced audiences and outcomes measurement features. That product is expected to commercially launch later this year.

Nielsen isn’t the only measurement provider serving up solutions for local TV. Comscore last month expanded coverage of its Pulse 48-hour measurement tool to include all 210 local DMAs. Comscore said the product helps brands readily access granular data at the local level.