试播将于2月8日超级碗LX期间启动，并持续推出高关注度直播活动、娱乐及体育节目
尼尔森将采用尖端可穿戴设备，更精准捕捉共享观看行为
New York – February 3, 2026 – Nielsen, a global leader in audience measurement, data and media intelligence, today announced that it is piloting a new methodology enhancement to more accurately account for co-viewing. This will better reflect the total viewership for programming – in particular LIVE events.
该试点项目将于2026年2月8日周日在NBC电视台播出的第60届超级碗赛事期间启动，并将在上半年持续覆盖高关注度的体育及娱乐类直播活动。试点项目初步成果将在尼尔森最终大数据+样本调查收视率发布数周后公布——该收视率体系仍被视为行业基准。
“Nielsen’s mission is to constantly push measurement forward and deliver the most accurate data ever. This co-viewing pilot builds on that mission, alongside our recent enhancements with Big Data + Panel, out of home expansion, live streaming measurement and our wearable devices,” said Karthik Rao, CEO, Nielsen. “Our clients produce live TV events that get the world watching. It’s our job to make sure we are accurately counting the audiences they meticulously build.”
尼尔森始终凭借独特优势，能够精准统计电视屏幕前多观众同时收视的情况（即共同收视）。全新的共同收视试点方法更充分地整合了尼尔森专有可穿戴测量设备的使用。这些设备佩戴在尼尔森受访者手腕上，外观类似智能手表。可穿戴设备能捕捉电视节目、剧集及电影的音频信号，实现更被动的测量方式，无需用户进行正式登录操作。
This data enhancement pilot exemplifies Nielsen’s commitment to innovation and providing the most accurate and reliable measurement tools in industry. Nielsen made tremendous advancements in its audience measurement in recent years, including the wide adoption of Big Data + Panel measurement; first party data for live streaming measurement; and out of home measurement expansion. Nielsen is the source of truth for streaming measurement, with regular reports like The Gauge and the Nielsen Streaming Top 10. This co-viewing enhancement will continue to build on Nielsen’s momentum of providing the marketplace with unparalleled comprehensive measurement of television audiences.
如前所述，试点项目中的共同收视率估算值不会立即纳入尼尔森的大数据+样本调查收视率体系。因此，这些数据不会被视为广告商交易的"货币"，但试点数据将在大数据+样本调查收视率发布后提供给尼尔森客户。客户可公开分享这些研究结果。 尼尔森将于今年晚些时候向客户提供额外影响数据，在协同收视方法全面整合至其营销情报产品套件之前，目标是在2026/2027赛季将其纳入"货币"测量体系。此次协同收视增强是第一阶段，2026年后还将实施更多协同收视改进。后续阶段的具体时间安排将在确定后另行公布。
关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).
联系方式
戴维·施瓦茨，尼尔森传播公司
David.Schwarz@nielsen.com
