Nielsen has provided similar reporting of local television’s OTT streaming apps delivered via linked TV devices, apps, and/or websites and viewed via the TV glass for the first time.

Feeds with unique, streamed material that is not available on the station’s over-the-air channels or direct-to-cable station feeds are included in the new capabilities.

Broadcasters can understand the complete reach of their local content across platforms by capturing local audiences across both streaming apps and conventional television. This will help them drive growth as they explore new ways of distributing premium videos.

As streaming becomes more prevalent in the media landscape, many local TV stations are adopting streaming apps to send their live, locally produced, or syndicated content to their apps and websites.

Local content owners will have a more full picture of their unique audiences regardless of the platform by allowing Local OTT measurement with metrics comparable to local broadcast, enabling important insights and new incremental revenue potential.

“Our priority continues to be providing the marketplace with data they can rely on,” stated Catherine Herkovic, EVP, Managing Director, Audio and Local TV at Nielsen.

“We are excited to offer a more inclusive way to capture local audiences across platforms as we continue to evolve our measurement to account for all local audiences.” This innovation represents the next stage in bringing our local TV measurement in line with national TV.”