This week, Nielsen and DISH Network L.L.C. announced a multi-year agreement to “enrich Nielsen’s industry-leading national and local TV ratings service.”
How? By integrating DISH’s aggregated set-top-box data.
Consistent with Nielsen’s Total Audience strategy, this is the first nationwide dataset to be calibrated with Nielsen’s gold standard, high quality panel to provide the highest levels of granularity and demographic descriptiveness.
Anonymized data from millions of DISH households will be combined with true, person-level insights from Nielsen’s local markets, offering the industry a deeper understanding of viewing habits and increased metrics reliability, a provided statement reads.
“We are aggressively investing and enhancing our local and national TV measurement business by offering clients an innovative suite of solutions that provide higher quality insights and specificity. DISH’s set-top-box data is the first nationwide dataset to be integrated with our panel data, reaching the perfect balance of deep viewing characteristics and the granularity of large datasets,” said Steve Hasker, chief operating officer at Nielsen. “As the global leader in audience measurement, this is another step in our efforts to integrate big data into our portfolio and our Total Audience efforts.”