NEW
YORK, July 20, 2023 /PRNewswire/ --
Nielsen, a global leader in audience measurement, data and
analytics, today announced a multi-year data license renewal
agreement with Comcast Corporation, a leading media and technology
company.
Under the terms of the agreement, Nielsen will expand its use of
Comcast's return path data (RPD) in its national and local
television and cross-media measurement services via its
de-duplicated, audience measurement solution, Nielsen One. Nielsen
will also broaden its use of Comcast RPD for local TV measurement
across all of the 94 media markets the two companies
share.
The two companies will also bring forth several key industry
benefits as a result of this agreement:
- Integrating Comcast's RPD alongside Nielsen's panel data
will significantly enhance Nielsen's ability to comprehensively
measure audiences across platforms and devices, including enabling
linear addressable measurement for Nielsen's National TV
service.
- The inclusion of RPD from Comcast expands Nielsen's
current big data footprint to nearly 45 million households. This
increased scale in audience coverage allows Nielsen customers to
tap into sophisticated measurement and insights of fragmented and
diverse audiences, enabling smarter decisions around campaign spend
and optimization.
- This agreement will also further enable increased measurement
fidelity in the largest local markets while allowing programmers
and agencies to gain insight into advanced audiences across
platforms.
- Additionally, programmers and agencies can take advantage of
addressable ads reconciled with Nielsen's C3 commercial ratings
measurement offering to optimize inventory and ad spend
From a macro perspective, this agreement reinforces both
companies' continued commitment to driving measurement innovation
and delivering the most accurate measurement data in today's
evolving media and marketing landscape.
"We are delighted to extend our strategic partnership with
Comcast allowing us to continue to embrace the power of big data
for our services both locally across nearly 100 markets and
nationally with addressable measurement," said Karthik Rao, CEO of Audience Measurement,
Nielsen. "This agreement dually reinforces the importance big data
plays in our work and Nielsen's deep commitment to delivering
accurate measurement that helps our clients make informed decisions
in an increasingly complex media landscape."
"Measurement is one of the foremost, complex and dynamic topics
in TV advertising today and in order to continue to move the needle
forward on progress and change, we need to work together to
address, reconcile and resolve current industry challenges on this
front," said Marcien Jenckes,
Managing Director, Comcast Advertising. "Our announcement with
Nielsen today is the latest proof point and step forward in that
journey and we look forward to more continued momentum and
innovation in the future."
It is expected that the expansion of Nielsen's measurement using
Comcast RPD will be introduced into the market in 2024.
About Nielsen
Nielsen shapes the world's media and
content as a global leader in audience measurement, data and
analytics. Through our understanding of people and their behaviors
across all channels and platforms, we empower our clients with
independent and actionable intelligence so they can connect and
engage with their audiences—now and into the future. Nielsen
operates around the world in more than 55 countries. Learn more at
www.nielsen.com and connect with us on social media (Twitter,
LinkedIn, Facebook and Instagram).
About Comcast Corporation
Comcast
Corporation (Nasdaq: CMCSA) is a global media and technology
company. From the connectivity and platforms we provide, to the
content and experiences we create, our businesses reach hundreds of
millions of customers, viewers, and guests worldwide. We deliver
world-class broadband, wireless, and video through Xfinity, Comcast
Business, and Sky; produce, distribute, and stream leading
entertainment, sports, and news through brands including NBC,
Telemundo, Universal, Peacock, and Sky; and bring incredible theme
parks and attractions to life through Universal Destinations &
Experiences. Visit www.comcastcorporation.com for more
information.
Media Contacts
Doug
Serton
Nielsen
doug.serton@nielsen.com
Elaine Wong
Comcast
elaine_wong@comcast.com
View original content to download
multimedia:https://www.prnewswire.com/news-releases/nielsen-renews-multi-year-data-license-deal-with-comcast-expanding-national-and-local-audience-measurement-capabilities-301881614.html
SOURCE Nielsen