The on-demand streaming subscription service and Nielsen signed an audience measurement partnership last summer, where the media measurement titan would provide YouTube TV DTVR ratings on a national level. Measurement on the local level appears to be the next step in that partnership.
“Local broadcasters have been eagerly anticipating the inclusion of YouTube TV into Nielsen currency measurement,” said Nielsen Local managing director Jeff Wender. “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.”
To measure local media viewing, Nielsen has developed the DMA, a group of counties that form common local TV markets. There are currently 210 DMAs across the U.S., and by including YouTube TV in Nielsen local ratings using the company’s DTVR, the company is enabling programmers and advertisers across local DMAs to gain a more comprehensive understanding of how audiences are consuming linear TV shows across digital platforms.
YouTube TV presently costs $40 per month for 60-plus channels; add-on packages ranging from $5 to $15, and includes all the major broadcast networks (ABC, NBC, CBS, Fox, CW) to go with a wide variety of cable channels that present local sports, news and entertainment programming.
YouTube TV is not disclosing subscriber numbers right now.
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