The Nielsen Co. will measure the minute-by-minute viewing of 330,000 digital households served by Charter Communications Inc. in Los Angeles,
Charter, under the terms of an agreement announced today, will provide the ratings measurement company with anonymous data from the cable set-top boxes, while Nielsen will develop analyses of viewership which will be provided to advertisers and ad agencies. The reports to agencies will also contain only anonymous aggregated data.
The partners anticipate that reports generated from the L.A. viewers will be available to advertisers this quarter.
In the Los Angeles region, Charter serves communities including Long Beach, Glendale, Burbank, Pasadena, as well as communities in Ventura and Riverside Counties. The companies didn't initially pinpoint from which communities the data would be drawn.
"Charter is committed to improving the precision of local market measurement," said Jim Heneghan, senior vice president, advertising sales for Charter in a statement. "By working with Nielsen, we are ensuring that our advertiser and agency clients get the most reliable data possible to evaluate their media buys."
This deal should give Nielsen minute-by-minute data similar to that which has been collected for several years by TiVo via users of its digital video recorders.
the nielsen co. http://www.nielsen.com/
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