DirecTV to Provide Nielsen with Set Top Data

Feb 14, 2007  •  Post A Comment

DirecTV today agreed to provide the Nielsen Company with set top data from 300,000 interactive customers.

Nielsen has been trying to move beyond its small panel of viewers with people meters to gather information on how people are using TV and new media.

TNS Media Research made a deal to launch audience measurement services focusing on DirecTV interactive subscriber households last September.

Last week Nielsen announced the creation of Nielsen DigitalPlus, a new service, designed to help clients understand consumer interaction through digital set top boxes.

“This agreement with DIRECTV is an exciting new opportunity to gain valuable insight into how new technology is influencing the behavior of interactive satellite subscribers,” said Scott L Brown, senior vice president for Nielsen. “The television industry is at the very beginning of understanding the uses and applications of expanding digital services. Nielsen is using our full resources to help clients create valuable new uses for their digital information.”

(Editor: Romanelli)