Nielsen rolls out new Local methodology enhancements
September 1, 2026



Nielsen has announced four new local methodology enhancements that have been activated into Local TV currency data effective immediately, ahead of the 2026/2027 broadcast season in the US.

Nielsen said the enhancements are “singularly focused on delivering the most comprehensive Local & National media intelligence to both Buyers & Sellers. With all of the recent Nielsen measurement innovations, both local and national, the goal is for more accurate ratings”.


The new Local enhancements include the following:

One Minute Qualifier (1MQ): Currently Local TV uses a 5 minute qualifier for crediting the quarter hour. This leaves upwards of 24 per cent of tuning events unreported. Adjusting to a 1 minute qualifier will not only provide a more complete view of total Local TV audiences, it will empower buyers and sellers to better understand the scope and reach of Local TV in every DMA across the US.
Household Demographic Assignment Model (HDAM) Update: The implementation of this improved HDAM across both Local & National represents a significant step to eliminate bias and better represent tuning differences across younger and older households.
PPM in Viewer Assignment: A national and local innovation to more precisely capture co-viewing, particularly for live events. By leveraging passive data from ‘wearable’ technology into demographic assignment, Nielsen customers will benefit from more accurate co-viewing audiences in both Big Data and Panel homes across the DMAs where set meter and code reader panels are utilised.
Spanish Language Universe Estimate (UE) Update: A national and local methodology update combining the American Community Survey (ACS) with the currently used National Hispanic Television Survey (NHTS) to increase sample for language classifications. Combining ACS and NHES data to produce a modeled Spanish Language Universe Estimate of language spoken in the home. This change adds more respondent data across more markets to the UE process.