07.25.2011 05:40 PM
Nielsen Incorporates DirectView Set-Top Data Into Local TV Metrics
NEW YORK: Nielsen and Kantar Media today announced a
multi-year agreement providing Nielsen with set top box data from Kantar
Media’s DirectView service for use in local TV audience measurement.
Nielsen has developed a proprietary, hybrid methodology for the U.S. market
that combines Nielsen’s National People Meter panel data with set-top box and
other sources of data, and is continuing to explore the use of this methodology
in local markets that currently rely on diary-based measurement.
Nielsen said it selected DirectView because it is one of the largest set-top
box services in the United States that anonymously covers live and time-shifted
viewing. Nielsen’s use of the DirectView data to enhance its audience
measurement approach follows a successful proof-of-concept test that provided
greater stability in local TV audiences.