Nielsen in deal with AT&T on set-top box data

Connected homes subscribing to AT&T’s Directv and U-Verse services will be included in Nielsen’s gold standard panels, as part of Nielsen’s total audience strategy, for better understanding of audiences’ viewing trends.

The data will also be incorporated with data from other providers to complement Nielsen’s national and local suite of products, such as Nielsen Scarborough, NLTV and Nielsen N-Score.

Megan Clarken, president of Nielsen product leadership, said: "We continue to innovate and leverage all types of data to enhance our local and eventually national audience measurement solutions. The inclusion of data from various providers supplements Nielsen’s panel data by providing increased granularity and more robust insights broadening our total audience view."