With the fall broadcast and football seasons kicking off, Nielsen has announced a significant advancement in how U.S. television audiences will be measured. The company has rolled out its enhanced Big Data + Panel methodology, which it says will deliver the most accurate and comprehensive viewership numbers to date.

In a press release, Nielsen highlighted that it is now the first accredited national TV audience measurement provider for this approach, which combines traditional panel data with millions of big data inputs from set-top boxes and smart TVs. According to the company, this marks a once-in-a-generation upgrade in TV measurement.

“The embrace of Big Data + Panel ratings marks a once in a generation enhancement for the industry,” said Karthik Rao, CEO of Nielsen. “Combining the trusted, historical measurement of our Nielsen homes with millions of big data inputs gives us the most accurate numbers ever. We developed this advancement in collaboration with our clients, and are proud to deliver these numbers for the new season.”

The updated methodology will now serve as the standard for all press claims by broadcasters, networks, and streamers. Under Nielsen’s revised press policy effective September 1, clients citing next-day viewing figures must clearly identify them as “Nielsen Preliminary Data,” while Big Data + Panel will represent the final official numbers.

Nielsen has also announced changes to its public rankings. Beginning October 1, its press website will carry weekly Big Data + Panel ratings across broadcast programs, network and cable averages, syndication, sports events, and total scheduled programming. These updated rankings will launch with the official start of the broadcast season on September 22, with data from that week available in early October.

The scale of Nielsen’s operations underscores the significance of this shift. The company measures over a trillion minutes of monthly viewing across streaming apps, and delivers 100 terabytes of data to clients daily. Its Big Data + Panel spans 45 million households and 75 million devices, backed by a persons panel of over 42,000 homes and 100,000 individuals—the largest of its kind in the U.S.

This year’s Upfronts saw widespread adoption of Big Data + Panel as the industry’s currency, with Nielsen now holding active measurement deals across all major broadcasters, streamers, and sports leagues. The company continues to expand, with new out-of-home panel recruits and regular insights such as The Gauge, Streaming Top 10, and Ad Supported Gauge reports further cementing its role as the leading authority in TV audience measurement.