Traditional Nielsen TV metrics will soon include granular over-the-top device data

Via its much-debated (and industry standard) national TV panel, Nielsen already includes data from the connected TV devices in its 40,000 households.

That data will become much more granular beginning on April 25, according to a Variety report.

Nielsen plans to break out individual metrics for OTT devices like Roku, Chromecast, and even Nintento Wii, enabling TV networks to gain a better understanding of not only which shows are being consumed, but how they’re being consumed.

Customers will be able to track program viewing by device for Nielsen-tracked TV shows, writes Variety.

“The ability to know how many consumers use which brands of TV-connected devices, for how often and for how long, is critical for clients who need to make informed content decisions and understand their total audience,” said Sara Erichson, Nielsen’s executive vp of client solutions and audience insights, in a statement.

The availability of this data could have an immediate impact on both ad sales teams and content development teams at networks. I

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