Nielsen Big Data + Panel is Local Currency from January

Nielsen will use a combination of big data from set-top boxes and smart TVs with data from panels of viewers as its local ratings currency in all markets from the first week of January 2025. The firm made the announcement in a letter to customers this week.

The company will continue to make its Panel-Only NLTV data stream available, but for research and analysis and not for transactions. Big data for the new currency comes from integrations with Roku, Comcast, Vizio, Dish Network and DirectTV - between them covering more than 75 million devices in more than 45 million US households. Nielsen said earlier in the year that anticipates MRC approval for the big data + panel approach in September.

The letter said Big Data + Panel impact data would be available immediately for planning and audience estimates, to support negotiations for the first quarter of 2025, 'to ensure [clients] have ample time and information to prepare for the currency change in Local'. However it suggests clients continue to use Panel-Only data in post-buy analyses for Q3 and Q4 2024, to provide consistency in buy and post-buy stats.

Web site: www.nielsen.com .