Nielsen rolls out changes to make its ratings more accurate, including using data from smartwatch-like devices worn by its panelists without requiring logins (Loree Seitz/The Wrap)

Nielsen is upgrading its audience measurement system to improve accuracy by integrating passive data from smartwatch-like wearables worn by panel members, eliminating the need for participants to log in. The change expands data collection beyond traditional diaries and set-top-box metrics, aiming for more granular, real-time viewing insights.