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Nielsen Tracking Hulu Live TV, YouTube TV

26 Jul, 2017 By: Erik Gruenwedel

Nielsen July 25 said it would begin tracking ratings measurements for Hulu Live TV and Google-owned YouTube TV, underscoring the growing influence online TV has on the traditional broadcast ecosystem.

A mainstay in TV ratings, Nielsen has expanded its scope to include on-demand viewership as viewers increasingly move-away from live TV.

“The inclusion of eligible TV viewership from Hulu and YouTube TV viewership in C3 [three days after broadcast] and C7 [seven days] … is a major accomplishment in … the marketplace,” Megan Clarken, president of product leadership at Nielsen, said in a statement. “We are proud to be able to deliver this solution to our clients as part of our commitment to provide trusted, independent measurement of the evolving modern media landscape.”

Hulu Live TV and YouTube TV both launched in the spring representing the latest online TV services offering smaller bundle pay-TV channel options without long-term contracts. The market launched in 2015 when Dish Network bowed Sling TV — the first platform offering ESPN and other pay-TV channels outside the bundled ecosystem.

“Our network and advertising partners will benefit from Nielsen measurement of YouTube TV,” said Heather Moosnick, director of content partnerships for YouTube TV.

Wanda Young, SVP of marketing and consumer engagement at ESPN, said Nielsen’s inclusion of online TV represents an important step toward cross-platform measurement.

“We are encouraged by Nielsen’s efforts to capture viewing across the shifting media ecosystem — particularly among the growing number of partnerships between programmers and digital distributors,” Young said.

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