Nielsen Adds Comcast STB Data to Local TV Ratings

Nielsen is to integrate set-top box (STB) data from broadcasting and cable television company Comcast into its local TV measurement service.

From next year, Nielsen will start adding anonymized data from Comcast homes along with set-top box data from other providers and Nielsen's local meters, into its local TV ratings. This data will be used to report audience viewing trends on an aggregated basis. Marcien Jenckes, President, Advertising, Comcast Cable, says the agreement underscores the importance of local television measurement, and will have a positive impact on the quality of local ratings.

Megan Clarken, Global President of Watch at Nielsen, adds: 'Our enhanced Local TV measurement strategy combines the best elements from Nielsen's panels with set-top box data from Comcast and other providers in an anonymous way. 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'.

Web sites: www.nielsen.com and www.comcastcorporation.com .