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Nielsen’s 2026-27 Ratings Update Boosts Co-Viewing Counts 4%

8/21/2026

Summary

Nielsen Updates Ratings

Nielsen will roll out updated TV ratings methodology for the 2026-27 season.
Nielsen will use wearable devices that detect audio signatures to measure co-viewing beginning Sept. 1, 2026.
Pilot tests showed the new co-viewing method raised audience counts about four percent for events such as the Super Bowl.
The updated Gauge will use newer data, setting a new baseline for broadcast, cable and streaming.

Summary

Women’s Sports Surge

Women’s sports captured 28.6 billion minutes of U.S. viewership Jan-Jun 2026, an 18 % rise.
Advertising spend on women’s sports surged 120 % since 2022, indicating market maturation.
Sponsor valuations jumped 71 % for the WNBA, 82 % for the NWSL and 51 % for the LPGA.
Female fans contributed 54 % of new NFL fans, 50 % of new MLB fans and 45 % of new NBA fans.
The women’s hockey Olympic gold game averaged 5.3 million viewers and peaked at 7.7 million, a broadcast record.

History

Historical Context

Title IX, signed on June 23 1972, required federally funded schools to end sex discrimination, and a 2006 study showed college-female athletic participation rose over 450% by that year. The NCAA later listed more than 9,000 women’s teams. In 2026 Nielsen’s new meters boosted Super Bowl viewership 4%, expanding broadcast space for the WNBA and NWSL.

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Nielsen Updates Ratings

Nielsen will roll out updated TV ratings methodology for the 2026-27 season.
Nielsen will use wearable devices that detect audio signatures to measure co-viewing beginning Sept. 1, 2026.
Pilot tests showed the new co-viewing method raised audience counts about four percent for events such as the Super Bowl.
The updated Gauge will use newer data, setting a new baseline for broadcast, cable and streaming.

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