NEW YORK, Jan. 18, 2017 — Today, Nielsen announced a multi-year agreement with AT&T to include anonymized set-top box data from connected homes subscribed to AT&T’s DIRECTV and U-Verse services into Nielsen’s local and national TV currency ratings services. Further enhancing the Nielsen Total Audience strategy, the data from the AT&T set-top boxes, integrated with Nielsen’s gold standard panels, will offer high-quality measurement that leads to a greater understanding of audiences and their viewing trends.
In 2017, Nielsen will combine panel data with anonymous TV viewing data from connected homes subscribed to AT&T’s DIRECTV and U-Verse services, which Nielsen will then use for reporting on an aggregated basis. AT&T’s data will enrich Nielsen’s local and national TV measurement services, providing enriched, electronic measurement in all 210 local TV markets. Data from AT&T’s DIRECTV and U-Verse set-top boxes will also be incorporated with data from other data providers to complement Nielsen’s national and local suite of products, such as Nielsen Scarborough, NLTV and Nielsen N-Score.