Nielsen will integrate aggregated set-top-box data from Dish Network into its local-TV measurement in all 210 DMAs, expanding to be included in Nielsen’s national product – Total Audience strategy — that measures marketing effectiveness and return on ad sales.
The multi-year deal comes just days after Dish made a similar agreement with Nielsen’s chief rival, comScore.
Anonymized data from Dish’s nearly 14 million pay-TV subscriber households will be combined with insights from Nielsen’s local markets, helping to determine consumer viewing habits.
Dish’s set-top-box data is the first nationwide dataset to be integrated into Nielsen’s panel data.
Initially, the data will be integrated into Nielsen’s Local TV measurement service. The agreement also allows Nielsen to use the data to complement its other products including Nielsen Scarborough, Nielsen Data Fusion, Nielsen Media Custom Insights, and multiple national insight services.
On Friday, Dish and comScore announced an expanded partnership that provides for integrating aggregated and projected viewing information on Dish Network with comScore’s TV measurement service.
Dish and comScore have been working together for nearly a decade, and the new multi-year deal gives DISH an internal system to make programming, marketing and advertising decisions daily. ComScore also will help Dish accurately measure addressable campaigns, allowing brands to deliver more relevant messages to viewers.
“DISH is a major partner that helped us change the measurement landscape by allowing massive and passive television measurement across a national footprint,” comScore CEO Serge Matta last week said. “With our renewed partnership, advertisers can continue to get credible measurement, while creating ways to further increase the effectiveness and efficiency of advertising campaigns.”