Nielsen's New System Boosts Live Sports Viewership
Nielsen's new 'big data plus panel' measurement system is driving up viewership numbers for live NFL games, with notable gains for NFL and college football games. The system, which started with the NFL season on September 1, 2025, and will expand to all programming on September 22, 2025, is providing more accurate and comprehensive NFL scores and viewership data.
The new methodology, which incorporates data from millions of homes with smart TVs and streaming devices, has shown significant increases in NFL viewership. NFL games on NBC and ABC/ESPN's Monday Night Football opener saw about a million more viewers compared to the previous measurement system. Fox Sports reported a 14% increase in NFL viewership, while Amazon experienced gains of 19% and 23% for its first two Thursday Night Football games. ESPN and its sibling networks are also enjoying their best early-season college football ratings since the mid-2000s.
CBS had more modest gains of about 300,000 viewers for its first national showcase NFL game using the new system. Despite the modest increase, the network's viewership is still growing. Nielsen is now releasing weekly rankings of the most watched live sports telecasts across platforms, providing a more detailed look at NFL scores and viewership trends.
The implementation of Nielsen's 'big data plus panel' methodology is having a positive impact on live NFL games viewership. With the system set to expand to all programming on September 22, 2025, broadcasters and networks can expect more accurate and comprehensive NFL scores and viewership data. This will likely lead to further strategic planning and targeted advertising opportunities in the future.
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