Nielsen Updates Total Audience Report

In the US, Nielsen has revamped its Total Audience Report to provide what it describes as a complete look at critical media sources and audience behavior across both traditional and emerging platforms.

Total Audience Measurement compiles the total audience for a program or other content regardless of the mode of access. Representative of the first quarter of 2018, the report aims to best reflect what's currently happening with US consumers across both linear and digital landscapes. The redesigned report includes data on relevant subjects not featured in prior versions, including a detailed look at the usage of streaming content, as well as homes with a virtual multichannel video programming distributor (vMVPD) that provide streaming access to linear television.

Additionally, the report features enhanced data from Nielsen's suite of measurement solutions including its Total Media Fusion cross-platform respondent-level data set, which reflects activity on devices such as smartphones and tablets; and its MediaTech Trender, a quarterly consumer tracking survey launched in the first quarter.

Peter Katsingris (pictured), SVP, Audience Insight, comments: 'As consumers can now watch videos or listen to music on their smartphone and then just as easily engage with completely different content on their television or radio, the opportunities for how marketers can reach them are endless. Understanding the trends of who's consuming content, what they're consuming, and how are the foundations of the industry. Nielsen is uniquely positioned to accurately help the media ecosystem understand this behavior'.

Web site: www.nielsen.com .