Nielsen is leaning more on wearables to hear what people are watching
Nielsen is integrating wearable technology into its viewership measurement process to better track audience habits in the streaming era. The company aims to improve data accuracy by using wrist-worn devices to detect audio from TV content, reducing reliance on manual logging.
Why it matters
As traditional TV ratings become less effective, Nielsen's shift to wearable data reflects the industry's struggle to quantify fragmented media consumption.
In order to beef up its ability to accurately measure viewership data in the streaming era, Nielsen is moving forward with a plan to use more information gathered from its partners’ wearable devices.
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