A Thursday announcement from Nielsen that it will change its...
A Thursday announcement from Nielsen that it will change its definition of a TV household to include those who get video only through a broadband connection and plans to eventually “capture all viewing” probably won’t help TV ratings and ad…
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sales in the near term, wrote Bernstein Research analyst Todd Juenger in a note to investors. He said one explanation for an unprecedented two-year drop in the number of total TV homes is that more and more of them have TV sets, but no antenna or pay-TV service. “To the extent the number of households fitting this definition is greater than zero, then the estimate of total TV homes will increase,” he wrote but noted the stagnation in housing formation probably plays a larger role. Expanding the definition of a “TV home” to include such households is a necessary step for measuring video consumption, but the amount of time spent watching video through non-traditional platforms is still so small it probably won’t move ratings much, he said.