• by Fern Siegel , August 13, 2010

Nielsen has completed a review of its "weighting controls," or measurements for national TV ratings. The media company is adding two new categories: PC/Internet and Age of Householder (Less than 25 and 25-34).  

A cross-section of Nielsen's client base and the industry ratings watchdog Media Rating Council have also reviewed the data. The majority do not oppose adding these controls to the measurement process.

Such client support is in stark contrast to a briefing with Nielsen on July 28, when, per an earlier Media Daily News story, it was reported that the major networks, especially CBS, were opposed to implementing the changes until a thorough review of the impact on TV ratings could be determined and the MRC signed off.

At present, clients have agreed to a minimum four weeks of data. Nielsen said it will make weighting impact data available in NPOWER at the beginning of November. Clients will be able to evaluate audience estimates, with and without these two additional weighting controls, beginning Sept 27.

Nielsen has also promised to supply monthly impact reports, posted to its "Nielsen Answers" client Web portal. The new weighting controls will be fully incorporated into measurements effective February 2011, when the company's Extended Screen service is launched.

Since the Age of Householder category skews younger, Nielsen will use an adjustment factor when producing data from male and female college students, in addition to standard National People Meter controls. Students are part of the Extended Home component of the NPM panel.