Nielsen Adds Hulu and YouTube to TV Ratings, but GRPs Won't Likely Follow
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TV networks will be able to reclaim some of the viewing that’s shifted to Hulu and YouTube’s streaming TV services under a deal announced Tuesday to include their audiences in Nielsen’s commerical ratings — the currency in which ad buyers and sellers transact.
But the immediate lift to the commercial ratings in the three and seven days after a program airs, the measures known as C3 and C7, will likely be minimal. That’s because ads in shows seen on Hulu and YouTube will only count if they’re exactly the same as on live TV. And Hulu runs significantly less advertising when people watch on demand. That means its ads in on-demand viewing won’t add gross ratings points to the all-important C3 and C7 totals.
Ads on YouTube TV can also vary between live and on-demand viewing.
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