Digital measurement of Comcast’s Xfinity Stream app and web portal is coming from Nielsen. The agreement means that Xfinity TV audiences that elect to consume their programming on computers and mobile devices will be included in aggregate in Nielsen Digital in TV Ratings and Digital Content Ratings—a potentially big boost for marketers and broadcast TV station owners alike.
Cable television viewership across Xfinity TV set-top boxes including the X1 platform is currently included in Nielsen’s National and Local ratings. Digital in TV Ratings measurement of the Xfinity Stream app and web portal will bring computer and mobile viewing of Xfinity into linear currency as well, providing advertisers and publishers “with a more comprehensive view” of the audiences connecting with their content and brand messages, Nielsen says.
Beyond linear measurement, Xfinity Stream’s inclusion in Nielsen Digital Content Ratings “will help to showcase the value and incremental reach of its audiences,” Nielsen adds. “This complete view into how people watch content across linear and streaming platforms will help media owners and advertisers understand how audiences engage with content across the Xfinity TV platforms.”
Peter Bradbury, EVP of National Client Solutions at Nielsen, says, “Providing trusted, comparable metrics that help the industry monetize audiences across platforms is central to Nielsen’s Total Audience mission and we’re thrilled to work alongside clients like Comcast who are leaning into independent measurement.”
Comcast Cable Advertising President Marcien Jenckes adds, “People are consuming content differently and across a variety of screens. With this expanded relationship, our aim is to provide marketers with a more holistic view into how people are engaging with content and foster better exchanges between marketers and consumers.”