Nielsen will integrate Dish Network’s aggregated set-top-box data into its national and local TV ratings.
The move eliminates the lock comScore had on that data.
Dish EVP Marketing, Programming and Media Sales Warren Schlichting says the addition will enhance the granularity and clarity of the insights that Nielsen provides. In turn, “this will allow advertisers and networks to improve their marketing and programming decisions even as television viewing itself becomes more fragmented.”
Anonymized data from millions of Dish households will be combined with true, person-level insights from Nielsen’s local markets, offering the industry a deeper understanding of viewing habits and increased metrics reliability.
“Dish’s set-top-box data is the first nationwide dataset to be integrated with our panel data, reaching the perfect balance of deep viewing characteristics and the granularity of large datasets,” says Nielsen COO Steve Hasker. He called the move another step in the company’s efforts to integrate big data into its portfolio and Total Audience efforts.
Dish will provide data to be integrated into Nielsen’s local TV measurement service across all 210 designated market areas. Nielsen will also be able to use Dish data to complement several local and national products including Scarborough, Data Fusion, Custom Media Insights and national insights services.
Nielsen will also have access to the Dish data to use in marketing and return on ad sales solutions including CPG, Retail and Auto.
The development stems from a multi-year agreement signed by Dish and Nielsen.