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MediaBuyerPlanner: College students make up the bulk of out-of-home television viewing, and beginning in 2007, Nielsen will count them in its samples.
Nielsen conducted a pilot test of college students' out-of-home viewing last October. Until that time, the television viewing by college students - estimated at about 25 to 30 hours per week - had not been accurately counted.
Younger-skewing networks and shows, late-night programming, and sports programming all stand to benefit, according to MediaPost. In the pilot test, for example, many 18-34 skewing networks and programs gained viewers. MTV was up 10 percent, and ESPN had 6 percent more viewers in that demo.
Nielsen won't be including ratings of college viewing in common areas on campus such as cafeterias and lounges.
Technically, college viewers were counted in the past, but only as part of their parents' Nielsen homes - in other words, their viewing habits were counted only when they were actually in their parents' homes, such as during holiday breaks.
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