| |
Nielsen to Tap Kantar's STB Data
In the US, Nielsen has signed a multi-year agreement with Kantar Media to access set-top box (STB) data from the latter's DIRECTView audience measurement panel, for use in its local TV audience measures.
 The DIRECTView service was introduced in 2008 to anonymously measure total viewing of programs and commercials on a second-by-second basis - including both live and time-shifted (DVR) viewing.
Nielsen's use of the DIRECTView data to enhance its audience measurement approach follows a proof-of-concept test that the company said 'provided greater stability' in local TV audiences.
'DIRECTView is one of many sources of data Nielsen is incorporating in our efforts to provide higher quality local TV audience measurement,' says Steve Hasker, President, Nielsen Media Products & Advertiser Solutions. 'Our innovative approach to enhance local TV measurement addresses the technological limitations of using set top box data alone, and we expect it will provide valuable benefits to local TV markets.'
Web sites: www.nielsen.com and www.kantarmediana.com .
|
