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Nielsen to Break Out Metrics for Apple TV, Roku, Other Connected-TV Devices

Nielsen promises to give clients a look next month at usage metrics for connected-TV devices — including Roku and Apple TV set-tops — segmented by individual brand and device type.

All viewing of Nielsen-measured TV content on over-the-top devices is already included in the company’s C3 and C7 television ratings. With the new data, TV networks will now be able to get a more detailed view into that usage on specific OTT devices.

Starting April 25, 2016, Nielsen said it will make available brand-level TV connected device data for Roku (pictured above), Apple TV, Amazon Fire TV, Google Chromecast, Microsoft Xbox, Sony PlayStation and Nintendo Wii. In addition, it will add information based on device type such as media-streaming player, game console, Internet-enabled DVD player and smart TV.

The data will let Nielsen clients track how many homes across the country own TV-connected devices, which devices they own and how much time consumers spend with them overall. For Nielsen-tracked TV content, the company said, media customers will be able to track program viewing by device.

Nielsen also is launching a new metric called Total Use of Television (TUT) that adds connected-TV device usage to traditional television usage “for a complete view of the use of the TV set.”

“The ability to know how many consumers use which brands of TV-connected devices, for how often and for how long, is critical for clients who need to make informed content decisions and understand their total audience,” said Sara Erichson, Nielsen exec VP of client solutions and audience insights, in a statement.

The data is derived from Nielsen’s national TV panel, which comprises 40,000 households with more than 100,000 TV sets and 50,000 TV-connected devices.

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