Nielsen Takes Comcast Data For Local TV Measurement


Nielsen has secured its fourth major MVPD for the integration of non-personally identifiable TV viewing data with its panel data tied to its local TV measurement service.

The agreement is a big one for Nielsen, as it will now use Comcast’s set-top box data in its local television measurement service.

​The incorporation of data from cable and satellite boxes into its local measurement gives Nielsen the opportunity to widen the metrics needed to accurately measure local audiences and viewing trends in an age where OTT deliverability and a growing percentage of “cord-cutters” and “cord-nevers” are causing disruption to the traditional MVPD model.

“Comcast is committed to enabling more effective and efficient television measurement for the benefit of the entire industry,” said Marcien Jenckes, President of Advertising at 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.”

The agreement goes into affect in 2018; a specific date was not given by Nielsen.

The agreement with Comcast, says Nielsen, further reinforces its commitment to providing the industry with a comprehensive picture of local viewership statistics and trends. “By leveraging its relationships with companies such as Comcast, Nielsen continues to enhance and augment its measurement capabilities, further strengthening the currency used by the Local TV industry to transact billions of advertising dollars across 210 markets today,” it said.

Megan Clarken, Global President of Watch at Nielsen, added, “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.”