Nielsen is working closely with LGBTQ non-government media monitoring organisation, Glaad, to determine the best approaches for reflecting LGBTQ inclusion and representation in its panels, including evaluating recruiting and classification techniques that help better identify same-gender spouses and unmarried partner households to participate in Nielsen’s nationally representative panel.

Brian Fuhrer, senior vice-president of product leadership at Nielsen, said: “Diversity and inclusion are a business imperative for Nielsen. This enhancement will help both programmers and marketers gain LGBTQ audience insights.”

Sarah Kate Ellis, president & CEO of Glaad, added: “We are at the highest levels ever reported for LGBTQ inclusion on television, and it’s important that we know American audiences are connecting with these characters and shows.”