Nielsen Withholds Local TV Broadband-Only Viewing Sample

In the US, Nielsen has agreed to withhold broadband-only households from its local TV ratings service for the start of the 2014-2015 television season, following demands made by the National Association of Broadcasters (NAB) last week.

NAB, with support from its Local Television Audience Measurement (COLTAM) committee, asked Nielsen to increase its sample size in local TV markets, and add 'broadband-only homes' to these samples beyond 2014.

In addition, NAB called on Nielsen to halt the roll out of its 'hybrid' local TV audience measurement, methodology and technology - which measures households who watch TV over the Internet and by traditional means - until the service can be fully tested in the marketplace. According to NAB, failure to make these changes could lead to a reduced sample for traditional TV homes, which could understate actual viewership of local TV stations.

Nielsen has now agreed to withhold broadband-only homes from its local TV ratings sample for an undisclosed period of time, but said it will continue to include the sample in the firm's national TV ratings.

Web site: www.nielsen.com .