Nielsen announced an agreement with Comcast to use set-top box data in its local television measurement service. Comcast became the fourth major cable or satellite provider to integrate non-personally identifiable viewing data with Nielsen’s comprehensive panel data. This deal further assists Nielsen in evolving the Local TV currency ratings landscape.

The data gathered from cable and satellite boxes into local measurement gives Nielsen the opportunity to deliver all-inclusive metrics of local audiences and viewing trends, allowing them to convert media buying and selling for local media.

Anonymized data will be incorporated from Comcast set-top boxes in 2018, as well as from other cable providers and Nielsen’s local meters to give more accurate TV ratings. That data will be used to report viewing trends on an aggregated basis.

Megan Clarken, global president of Watch at Nielsen, stated that this enhanced TV measurement strategy combines the best of Nielsen’s high-quality panels with this set-top box data from Comcast, AT&T, and other TV and video providers in an anonymous way.

“We are continuously innovating our local measurement solutions and leveraging all data sources to deliver a comprehensive service that offers true local market insights and showcases the power of local television. We are pleased to add Comcast to our list of local set-top box data providers."

Marcien Jenckes, president of advertising at Comcast Cable said of the partnership, "This agreement with Nielsen underscores the importance of local television measurement and will have a positive impact on the quality of local ratings."

The agreement marked an added push in Nielsen's quest to better quantify media interactions, as well as its attempts to be of better service to advertisers in all parts of the consumer journey.