Nielsen Links With Comcast to Measure VOD Usage via Set-Top Boxes

By Jon Lafayette

The Nielsen Co. said it launched a new video-on-demand measurement service using data from cable set-top boxes and is getting data from Comcast, the nation’s biggest cable operator.

The new measurement service is called Nielsen on-Demand Reporting & Analytics, or NORA. It aggregates and anonymously reports VOD usage based on real-time transactions.

NORA complements Nielsen’s existing VOD measurement service, which uses information from its People Meters.

The new service puts Nielsen in competition with Rentrak, which gets data from several major cable operators.

“Between our new transactional measurement service for VOD and our National People Meter VOD service, Nielsen is well-equipped to help our clients make the most informed business decisions regarding the on-demand distribution platform,” said Holly Leff-Pressman, senior VP of Nielsen’s on-demand and television practice.

In addition to providing VOD data dating back to Jan. 1, 2007, Comcast will be using NORA to analyze trends in VOD usage.

“On-demand usage is skyrocketing, with more than 275 million programs viewed monthly on Comcast alone,” said Derek Harrar, senior VP and general manager of video products for Comcast. “Our work with Nielsen will help us better understand what our customers like to watch, which is an important part of our commitment to providing the best viewing experience possible.”