Zee TV signs up with Nielsen to measure ratings and trends in US

MUMBAI: Zee TV has signed an agreement with research company Nielsen to monitor its television ratings and trends in the US markets. Nielsen tracks viewership patterns in New York, Philadelphia, San Francisco, Los Angeles, Dallas, Washington DC and Chicago.

Earlier, Zee TV had also signed up with US-based viewership monitoring firm Rentrak Corp for its TV Essentials television measurement service. Rentrak Return Path Data technology reports viewership data on the AT&T IPTV platform from the set-top boxes, and hence available at a House Hold level.
“We’re excited to be the first and only South Asian network to be rated by Nielsen in the US,” says Zee TV COO International Business Bharat Ranga.

“As the dominant market leader in South Asian entertainment, this is a groundbreaking moment for Zee TV’s growth and expansion in the US and once again reinforces our research-oriented approach to high-quality programming. Nielsen’s ratings will not only enable us to deliver exceptional programming to the millions of South Asians who tune into Zee TV every day, but will also provide advertisers with deeper insight into audience behaviour and TV trends.”
As per Nielsen research data, Americans spend an average of five hours throughout a full day watching television across all US networks. The company said in a statement that viewers tune into Zee TV for an average of 57 minutes each day simply during primetime viewership (Monday-Friday, 7-11 pm) in New York.

Zee TV said that its advertisers span across all industries, including telecommunications, entertainment, media, health, finance and technology. These advertisers not only range in size, but also vary according to their targeted audience – from small, entrepreneurial businesses and a primarily ethnic audience to multinational corporations with consumer touch points around the world.
The company feels that the measurement by Nielsen will be an invaluable tool for the network’s diverse base of advertisers. While other South Asian entertainment networks sell advertising air time based upon their assumed reach and distribution, Zee provides actual viewership estimates and deliver maximum RoI to the advertisers, it said.

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