Nielsen Rolls Out Co-Viewing Pilot Program to Enhance TV Measurement

Tue, 03 Feb 2026 16:30:00 -0500
Marketing News

Nielsen on Tuesday announced that it is launching a program to enhance TV measurement, starting with Super Bowl LX on February 8. The new pilot methodology for co-viewing incorporates the use of Nielsen's proprietary wearable measurement devices, which are worn on the wrists of Nielsen panelists and resemble a smart watch.