Meet The Ad Industry's Longest Audience Acronym: Nielsen's 'OTA+vMVPD'

In what is perhaps the most convoluted acronym created by the digital media industry to date, Nielsen is introducing the “OTA+vMVPD,” a TV household segment consisting of over-the-air (OTA) homes that also have virtual multichannel video programming distributor (vMVPD).

Dubbing it a “third offspring” of the OTA marketplace, Nielsen describes it this way in its just-released second quarter Local Watch Report: “Still in its infancy stages, this segment is emerging from the “Plus SVOD” OTA group -- homes with OTA reception who subscribe to a virtual multichannel video programming distributor (vMVPD).”

Nielsen notes the segment is “small, but growing,” and that OTA+vMVPDs currently represent 1.2% of U.S. households, and have helped boost OTA’s overall coverage to 14.1% of U.S. households.

The OTA+vMVPD households also are typically lighter viewers of TV/video, but have markedly different share of time spent across platforms (see chart below).

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