Nielsen finally makes a deal with Dish
April 4, 2016
The rivalry between Nielsen and comScore has been heating up for months, since the latter announced its acquisition of Rentrak, a small Nielsen rival that has helped comScore get a foothold in TV measurement after years of focusing on digital.
Nielsen has largely pooh-poohed suggestions comScore could develop into a legitimate rival, but it remains a possibility.
So Nielsen’s announcement this morning that it has wooed a new partner, one that had long been with comScore, had to feel good.
Nielsen has entered a deal with Dish Network to integrate the satellite service’s set-top box data. It will initially be included across Nielsen’s 210 designated market areas, and will be used by Nielsen Scarborough, Nielsen Data Fusion and Nielsen Media Custom.
Up till now, Dish had shared its set-top box data with comScore exclusively. It will continue to share data with comScore, but its deal is no longer exclusive.
Pivotal Research Group’s Brian Wieser says this is a positive development for Nielsen.
“Dish arguably has the best national footprint among originating MVPDs who supply data. While its subscribers have a rural skew, they are reasonably well-distributed across the country without major geographical concentrations,” Wieser writes in a research note.
“By contrast, most other major providers of set-top data such as Charter, AT&T and TiVo tend to provide data from fewer subscribers, have geographic skews or otherwise provide less data than may be optimal for developing (or modifying) national and local panels on a stand-alone basis.”
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