Nielsen Releases Comparable Metrics For Q1 2016

Nielsen has released data contained in its first quarter reports for 2016.

Video viewing on smartphones jumped during the first quarter.

Nielsen is attempting to measure more forms of media consumption. At the same time, it is trying to report that usage in a way that allows clients to make comparisons among media on an apples-to-apples basis.

In the new report, Video viewing on smartphones jumped during the first quarter. Smartphone video had a cumulative audience of 110.1 million adults in the U.S., up from 85.4 million in the year-ago quarter. In the digital world that audience might be reported as unique users.

Beginning this quarter there are some important enhancements and updates to the report. Most notably, Nielsen have expanded the reporting period to include the full 13 weeks that make up both Q1 2015 and Q1 2016.

This serves two important functions. First, this gives a fully comprehensive look at usage across the entire quarter rather than viewing a 5-6 week snapshot. Second, Nielsen can now provides the ability to directly compare and align metrics with Nielsen’s Total Audience Report, allowing the two reports to be used concurrently to gain a better understanding of the marketplace.