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Nielsen Delays New Measure That Might Have Boosted TV Audiences in Fall

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variety.com
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Brian Steinberg Senior TV EditorThe coronavirus pandemic has scuttled production of TV shows, live sports programs and in-studio audiences for late-night hosts.

Now it’s threatening a new measure that might have aided a TV business worried about losing its audiences to streaming video.Nielsen was slated to add measurement of so-called “out of home” audiences to its main tally of TV-program viewership for the 2020-2021 season – offering hope to TV networks that they’d finally get a better counting of the people watching their programs in bars, offices and hotels.

The ability to show broader reach would potentially give the networks the chance to wring more cash from advertisers. There was also an expectation that counting those viewers.

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