Nielsen unveils technology to measure Super Bowl viewership in bars and offices

Nielsen will debut a new method for tracking out-of-home television audiences starting with NBC’s broadcast of Super Bowl LX on Feb. 8, the measurement company announced.

The new technology utilizes wearable devices issued to survey participants that capture audio from the content they are watching. The system aims to more accurately measure "co-viewing" in public spaces such as bars, hotels, and offices.

Nielsen plans to apply this methodology to major live sports and entertainment events throughout the first half of 2026. Industry analysts view live events, particularly sports, as the primary stronghold for traditional media in its ongoing competition with streaming services.

The shift follows previous controversies regarding Nielsen’s audience counts. In 2023, the NFL found that the company had undercounted Super Bowl LVIII viewership by two million people.

Nielsen CEO Karthik Rao stated the company is committed to continuous improvement and providing the most accurate data possible.

The new data sets will initially be provided to clients several weeks after traditional ratings are released. Nielsen expects to fully integrate the out-of-home data into its official ratings system for the 2026-2027 season.

Nielsen’s latest methodology shift is less a technical recalibration than a calculated strategic defense of its market dominance within an increasingly fractured media landscape. For years, the firm’s measurement monopoly has been under siege, facing a dual threat from broadcasters’ frustration with antiquated systems and the rapid ascent of tech-driven competitors.

In the streaming era, live events—most notably the Super Bowl—represent the final stronghold for linear television. They offer the rare, massive simultaneous reach for which advertisers are willing to commit billions of dollars. Within this high-stakes environment, Nielsen’s historical undercounting of audiences was not merely a statistical oversight; it directly eroded advertising valuations and undermined the negotiating leverage of major networks. This technological pivot is an essential bid to reclaim the trust of its largest clients, who now demand a comprehensive "total audience" metric that captures viewership across all touchpoints, from the traditional living room to mobile devices in public spaces.

For broadcasters such as NBC, the integration of precise out-of-home (OOH) data serves as a potent commercial weapon. By quantifying a viewership segment that has long existed but remained uncaptured, networks can demonstrate a significantly broader reach, justifying higher ad premiums. This is effectively a race to monetize the "invisible" audience, transforming uncounted eyeballs into verifiable revenue.

Major sporting events like the Super Bowl have become a cultural staple for many Vietnamese-American families. Watch parties—whether hosted at home or at local Vietnamese-owned bars and restaurants—are a common sight throughout the community. If Nielsen’s new measurement technology proves effective, it could finally provide an accurate picture of the community’s engagement with mainstream American pop culture, capturing data that traditional metrics have historically overlooked.