Nielsen gets US nod: Will it clear path to India TRP licence?

As India prepares to introduce a system of multiple television rating agencies for audience measurement under the Ministry of Information and Broadcasting’s recent policy amendments, global measurement major Nielsen is positioning itself to play a key role in the transition.

Nielsen recently became the first accredited national TV audience measurement provider for this approach in the US, winning recognition from industry and government bodies. Now, with the start of the new broadcast and football seasons, the company has confirmed that it will begin rolling out Big Data + Panel ratings for clients starting next month.

With US approval as the first step, Nielsen may consider applying in India as well, sources said.

For India, where broadcasters and advertisers have often debated the credibility of TRP ratings, the entry of such an accredited methodology could mark a significant milestone.

With the government pushing for multiple rating agencies to increase transparency and competition, Nielsen’s timing suggests it is keen to position itself as a frontrunner in shaping the country’s next phase of TV audience measurement.

“The embrace of Big Data + Panel ratings marks a once-in-a-generation enhancement for the industry,” said Nielsen CEO Karthik Rao. “Combining the trusted, historical measurement of our Nielsen homes with millions of big data inputs gives us the most accurate numbers ever. We developed this measurement advancement in service of and in collaboration with our clients. We are proud to work with them to deliver these numbers for the new season.”

The system integrates large datasets—such as return-path and smart TV data—with Nielsen’s long-established household panels, ensuring both scale and statistical reliability. The company argues that this hybrid model resolves many long-standing concerns around accuracy and representation in TV measurement.