Nielsen Buys Audience Analytics

By John Eggerton
( Broadcasting & Cable )
published

Nielsen bought Audience Analytics and its Audience Watch software, which the ratings company said will boost its ability to gather and integrate data, including from set-top boxes, creating a software platform for tracking and analyzing multiplatform media use.

The announcement came at a client meeting in Las Vegas.

Nielsen said Audience Watch will be its principal means of analyzing interactive-TV usage via set-top-box data, including video-on-demand transaction information.

It will also help the company to integrate TV, Internet and mobile consumer data into a "single-source view of the interactions between television viewing and in-home Internet usage," Nielsen said.

John Eggerton
John Eggerton

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.