Nielsen ratings to include college kids

Nielsen Media Research, the collector of ratings data for TV and radio networks, announced that in 2007 it will begin to include the viewing habits of college students living away from home in its national television ratings. Neilson ratings are the measurement by which networks and advertisers gauge the audience of shows; one ratings point equals approximately one percent of 110,000,000 households.

This will mark the first time the company includes the viewing habits of "Nielsen family" members not living at home (a Nielsen family household contains a set-top box that records and transmits viewing data to the company). Right now, TV viewing done by students in college dorms and other college housing is not included in ratings measurements.

College students living away from home watch an average of 24.3 hours of television per week, and if these viewing habits are factored in the company estimates viewing levels for the adult 18-24 demographic could increase anywhere from 3 to 12 percent--almost a full ratings point in some cases.

"Including college viewing in the National ratings will give our clients a more complete picture of television viewing, particularly among young adults. Nielsen is continuously striving to improve the accuracy and completeness of its measurements. Expanding the National sample to include out-of-home college students is one of many initiatives we are pursuing," said Sara Erichson, general manager of National Services for Nielsen Media Research, in a statement.

The move comes in the wake of a pilot program conducted by Neilson and several networks. The television industry is attempting to stem a loss of advertising dollars as young audiences turn increasingly toward other entertainment distractions like video games and the Internet.

Endorsing the move is Jack Wakshlag, chief research officer at Turner Broadcasting, who said in a statement, "As the media landscape changes, our measures should adapt to the needs of the marketplace."