• by Alex Weprin , May 22, 2018

Nielsen will now incorporate YouTube TV into its local audience ratings, the companies said Tuesday. 

YouTube TV — YouTube’s streaming video bundle featuring broadcast and cable networks — had been added to Nielsen’s national audience ratings through the firm’s Digital In TV Ratings last summer. 

The expanded measurement deal will allow local broadcast stations have a better sense for how many users in their region watch through YouTube TV, and will allow local marketers and media buyers to transact through the service more effectively. 

Jeff Wender, managing director, Nielsen Local, said the deal "will help local media buyers and sellers capture digital audiences, as well as provide advertisers a full account of all viewing activity, irrespective of distribution channel.”