Nielsen will get access to Comcast’s set-top box data for local television measurement. With the TV viewing data, which the companies say is non-personally identifiable, Nielsen will help local stations evolve currency ratings to better serve how local media is bought and sold.
“We are continuously innovating our local measurement solutions and leveraging all data sources to deliver a comprehensive service that offers true local market insights and showcases the power of local television. We are pleased to add Comcast to our list of local set-top box data providers,” said Megan Clarken, Global President of Watch at Nielsen.
Comcast is now the fourth major cable or satellite provider being integrated with Nielsen’s comprehensive panel data.
“Comcast is committed to enabling more effective and efficient television measurement for the benefit of the entire industry,” said Marcien Jenckes, President, Advertising, Comcast Cable. “This agreement with Nielsen underscores the importance of local television measurement and will have a positive impact on the quality of local ratings.”
Nielsen will begin to incorporate the anonymized data from the four providers starting next year.