Nielsen: We’re adding AT&T set-top box data
January 18, 2017
While no one believes Rentrak, powered by comScore, will become an equal to Nielsen anytime soon in the TV measurement arena, it’s definitely putting pressure on the longtime research leader.
You can see it in the types of deals Nielsen has been making.
Last spring, it entered into its first agreement to use set-top box data in its TV ratings, partnering with Dish Network. Now it’s reached a second deal.
Nielsen says it will team with AT&T for access to data from its set-top boxes for DirecTV and U-verse, adding the information to its national and local samples.
Nielsen said it will also bundle the findings into other panels, such as those used for Nielsen Scarborough, NLTV and Nielsen N-Score.
The numbers will be incorporated into Nielsen’s core TV measurement services.
The company is currently working on total audience ratings, rolling out this year, which will provide comparisons for viewership across devices. That’s something media buyers and planners have long clamored for.
The addition of more data to its overall mix can only be seen as a good thing. Nielsen’s been criticized in the past for the small sampling it uses for its panels, and while it has worked to expand that, the household samples it extrapolates from are still quite small.
Rentrak, meanwhile, has used set-top box data in its ratings for some time. It, too, has rolled out cross-device ratings, though Nielsen’s are considered the gold standard and the ones used to buy advertising with.
After nearly 18 years, it’s time to say good-bye
Yet more evidence native advertising doesn’t work
A new type of cord-cutting: Snipping broadband
Coming, the collapse of radio’s iHeartMedia
Weeklies: Surviving if not thriving in digital age
Tweeter in chief: How Trump could save Twitter
Shows Trump hates are seeing big ad gains
Broadcast vs. cable: How the top shows stack up
A sign that coughs at your cigarette smoke
The word: Time Inc. sale is imminent
Rundown: Which advertisers have jumped from YouTube
Media Life’s Digital Media Transparency Initiative
HBO does hard time with Dwayne Johnson
- Arun Kumar becomes chief data and marketing tech officer at IPG
- Jenny Campbell rises to managing director at 72andSunny
- Adam Crandall becomes director of strategy at mono
- Mark Wildman rises to EVP of partnerships at Westwood One
- Kevin Craig rises to SVP of newspaper relations at AMG/Parade
- Bill Corvalan becomes VP of West Coast partnerships at AllOver Media
- Richard Just becomes editor at The Washington Post Magazine
- Gemma Lawson rises to VP and design director at Nickelodeon
- Ashley Judd joins Epix' 'Berlin Station'
- Former NBC ad sales executive Robert Blackmore dies at age 90
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: December 2016
Ad sales rep for a digital-only magazine
Freelance media planner/buyer available for all markets
Wanted: Media buyer in Philadelphia
Paid social media planner wanted in Detroit
Opening for a media planner at a top OOH agency