Story perspectives

Nielsen Revamps Audience Measurement Amid Streaming Concerns

1/27/2026

Summary

Story summary

Nielsen Holdings, a data analytics company, plans to enhance its audience measurement by incorporating data from the Advertising Research Foundation's DASH study, amid complaints about its new Big Data technology.
The update could boost cable TV viewers while reducing streaming audiences.
The Media Rating Council suggests using independent sources to improve representation in media estimates.
Nielsen says networks should use combined data, not initial projections, for ad deals.

1 of 1

Story summary

Nielsen Holdings, a data analytics company, plans to enhance its audience measurement by incorporating data from the Advertising Research Foundation's DASH study, amid complaints about its new Big Data technology.
The update could boost cable TV viewers while reducing streaming audiences.
The Media Rating Council suggests using independent sources to improve representation in media estimates.
Nielsen says networks should use combined data, not initial projections, for ad deals.