Nielsen to run set-top box data tests in three markets

Details of the plan were reported by MediaPost, who covered Nielsen’s Consumer 360 conference in Las Vegas where the firm’s EVP of media audience measurement Matt O’Grady (pictured) spelt out the firm’s set-top box strategy.

Nielsen will analyse set-top box data against its existing local TV measurement services in three different sized markets: against people meters in St Louis, diaries in Reno and set-meter boxes in Greenville.