Comcast said it signed a multi-year data license renewal with Nielsen that will expand the ratings firm’s access to return-path data about TV usage from millions of cable subscribers’ homes. Nielsen will increase its use of Comcast data in its Nielsen One measurement system and broaden its use for local-TV measurement in the 94 markets the two companies share.
Because of the increasing number of data sources, return-path data is becoming more ubiquitous and is available across all geographical areas in some form.
