Comcast, Nielsen aim to measure multiscreen audiences
Nielsen (NYSE:NLSN) and Comcast (NASDAQ:CMCSA) are expanding their relationship to include digital measurement of Comcast's Xfinity ...
Nielsen (NYSE:NLSN) and Comcast (NASDAQ:CMCSA) are expanding their relationship to include digital measurement of Comcast's Xfinity Stream app and web portal. Through the agreement, Xfinity TV audiences watching programming on computers and mobile devices will be included in aggregate in Nielsen Digital in TV Ratings and Digital Content Ratings.
Cable TV viewership across Xfinity TV set-top boxes including the X1 platform is currently included in Nielsen's national and local ratings. Digital in TV Ratings measurement of the Xfinity Stream app and web portal are intended to bring computer and mobile viewing of Xfinity into linear currency as well, providing advertisers and publishers with a more comprehensive view of the audiences connecting with their content and brand messages.
Beyond linear measurement, Xfinity Stream's inclusion in Nielsen Digital Content Ratings is intended to help to show the value and incremental reach of its audiences.
"We're excited to continue to expand our relationship with Comcast to include measurement of Xfinity TV's digital audiences," said Peter Bradbury, EVP of National Client Solutions at Nielsen. "Providing trusted, comparable metrics that help the industry monetize audiences across platforms is central to Nielsen's Total Audience mission, and we're thrilled to work alongside clients like Comcast who are leaning into independent measurement."
"People are consuming content differently and across a variety of screens," said Marcien Jenckes, president, Comcast Cable Advertising. "With this expanded relationship, our aim is to provide marketers with a more holistic view into how people are engaging with content and foster better exchanges between marketers and consumers."