Nielsen has announced a further delay in the release of its widely-used “Gauge,” a monthly overview of viewership across both traditional and digital screens. This postponement comes after some clients raised concerns over a decrease in streaming audiences, which occurred following Nielsen’s decision to incorporate new data in its metrics.
“We had planned to release February’s The Gauge and Media Distributor Gauge on March 24, but we are now postponing both reports,” stated Peter Naylor, Nielsen’s chief client officer, in a letter reviewed by Variety. “We will maintain the current methodology for February’s Gauge and release it in April, using the same approach as in January.”
The issue revolves around the introduction earlier this year of new data that illustrates how U.S. households connect to and consume television, utilize video-capable digital devices, and engage with streaming media and ecommerce accounts. This research, referred to as DASH, is a syndicated study conducted in collaboration with the NORC at the University of Chicago, a polling organization. Nielsen previously informed clients that incorporating this data might lead to a temporary increase in the number of households watching cable and broadcast TV, while potentially reducing the overall streaming audience.
Nielsen will halt the release of “The Gauge” in March to “minimize trend breaks,” according to Naylor. “We will reschedule Gauge methodology updates to coincide with the start of the fall season, aligning with other anticipated enhancements to our currency products.” Nielsen recognizes that opinions among its diverse client base vary on this issue but believes this is the most stable and least disruptive option for the industry.
Nielsen’s Gauge has emerged as a significant tool in the industry’s ongoing effort to measure audiences spread across numerous screens and varied viewing habits. However, the internal dynamics surrounding its upcoming release illustrate Nielsen’s need to accommodate new clients such as Amazon, Roku, and Netflix alongside traditional broadcasters like CBS, Fox, and NBC.
The forthcoming Gauge was anticipated to show an increase in cable and broadcast viewership, driven partly by the new DASH data and recent high-profile events like the Winter Olympics and the Super Bowl, broadcast and streamed by NBC and Peacock. While a short-term rise in traditional TV viewership is expected, Nielsen suggests that streaming will continue to grow over the long term.
When Nielsen began releasing “Gauge” data updates, it was intended to highlight its measurement capabilities during a period of growing streaming popularity. However, the company did not foresee it being used by media or streaming companies for policy decisions.
“Because The Gauge is not a product, we did not provide extensive impact data in advance, and we regret this,” said Naylor in the letter. The company plans to continue enhancing its data methodologies, which recently have been enriched by “Big Data” that captures interactions via smart TVs. “Our objective is to align The Gauge with these advancements over time as seamlessly as possible. We will be providing your teams with more detailed guidance on this,” Naylor explained.
