Nielsen said it signed a new agreement with AT&T that will incorporate set-top box data into ratings for DirecTV and U-verse.
The set-top data will be combined with the panel information that has traditionally used by Nielsen to produce ratings that are part of its new Total Audience measurement system.
AT&T’s data will be used to produce local and national TV ratings and will also be incorporated into other measurement products including Nielsen Scarborough, NLTV and Nielsen N-Score. Up till now, some of the largest cable and satellite operators have been conservative about how to use data generated from their subscribers.
The use of set-top box data to measure TV audiences has been a strength of Rentrak, which was acquired by comScore, which aims to be the first serious competition for Nielsen in years and provide national and local TV clients with an alternative measurement option.