Nielsen to test new co-viewing method to measure viewership with 2026 Super Bowl

Feb 3 (Reuters) - Ratings giant Nielsen said on Tuesday it will test a new and improved method to better capture shared viewing behavior for a more accurate measurement of total viewership for programming, particularly during live events.

The co-viewing pilot program will be launched with the 60th Super Bowl, scheduled to take place on February 8, and continue throughout major sports and entertainment live events during the first half of 2026, Nielsen said.

The Seattle Seahawks will face the New England Patriots in the Super Bowl LX, arguably the biggest single event in U.S. sports with a huge global audience.

Initial results from the test will be released a few weeks after the delivery of Nielsen's final Big Data + Panel ratings, which are the audience measurement firm's official national TV audience estimates.

The co-viewing enhancement is the first phase, with additional updates planned beyond 2026.

The new methodology better incorporates the use of Nielsen's wearable measurement devices, which capture audio from TV events, shows and movies, "allowing for more passive measurement that does not require a formal log in process," the firm said.

Nielsen added that it will provide additional impact data to clients later this year, before the co-viewing methodology is fully integrated across its suite of marketing intelligence products.

The company aims to incorporate the methodology in "currency" measurement for the 2026/2027 season.

The National Football League's championship game will take place at Levi's Stadium in Santa Clara, California.