Nielsen is changing how it measures TV audiences before NFL season begins. The league says the timing is a problem.
What We Know: Nielsen’s enhanced co-viewing measurement takes effect August 31, right before kickoff. The update also revises weighting formulas within Big Data + Panel, a system introduced last year. Meanwhile, according to a report by Front Office Sports, NFL SVP of data and analytics Paul Ballew expects accurate co-viewing results to take roughly two years. As a result, the league is now exploring alternative audience measurement providers.
What They Said: NFL SVP of data and analytics Paul Ballew (via Front Office Sports): “Our concern is that this is going to make measurement for the upcoming season muddled. It’s been a real struggle with Nielsen, and these latest changes raise even more questions for us.”
NFL SVP of data and analytics Paul Ballew (via Front Office Sports): “The results we’ve seen so far are really negative for us, and for sports overall. This is not an abstract issue for us. It has a direct effect on our operations, and the decisions we make.”
What Remains Unclear: It’s not yet clear exactly how the new co-viewing method will affect NFL audience counts. Additionally, whether other NFL rights holders will join the push for alternative measurement providers remains unknown.
What It Means: Coming off its best viewership season in three decades, the NFL wants clean numbers heading into 2026-27. Instead, rising friction with Nielsen threatens to complicate that momentum. Ultimately, this dispute could accelerate a broader shift toward alternative measurement across sports media. Then again, if the results are beneficial to the NFL, maybe it doesn’t.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.