The agreement will expand Nielsen’s use of Comcast’s return path data (RPD) in its national and local television and cross-media measurement services through Nielsen One, the business’ de-duplicated audience measurement platform.

Nielsen will also broaden its use of Comcast RPD to across all the 94 media markets the two companies operate in, as well as expanding its current data footprint to 45 million households.

The agreement will also integrate Comcast’s RPD alongside Nielsen’s panel data to help improve Nielsen’s ability to measure audiences across platforms and devices, including linear addressable measurement for Nielsen’s national TV service.

It is expected that the expansion of Nielsen’s measurement using Comcast RPD will be commence in 2024.

Karthik Rao, chief executive officer of audience measurement at Nielsen, said: “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.

“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.”

Marcien Jenckes, managing director at Comcast Advertising, said: “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.

“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.”