Nielsen Cuts 500,000 U.S. TV Homes on Census, Web Viewing

The number of U.S. TV households fell by 500,000, reflecting the popularity of online viewing and results of the 2010 census, according to Nielsen, producer of the weekly ratings that help set advertising prices.

The adjustment in U.S. TV households to 114.2 million took effect Aug. 27 and will apply to the television season starting this week. This is the second straight year it has reduced the number of homes with TVs. In May 2011, Nielsen adjusted the number to 114.7 million, a 1 percent drop and the first decline since 1990. Nielsen said it’s working with TV and advertising clients on what should constitute a TV home and how to account for new products such as tablet computers. It has already begun incorporating online viewing into ratings.