Nielsen and Dish have announced an agreement that will allows the leading national and local TV ratings service to aggregate set-top box data from the sat-TV provider. Nielsen has been implementing its Total Audience strategy, a nationwide data set that will be calibrated with their gold standard. This means a higher quality panel than can achieve better demographic descriptiveness.
Anonymous data from households across the country with Dish service will be combined to derive person-level insights from Nielsen’s local markets, giving the industry a deeper insight into what people want to watch, how they watch it, and other metrics.
Chief Operating Officer, Steve Hasker said that the information and measurement company is “investing and enhancing our local and national TV measurement business by offering clients an innovative suite of solutions that provide higher quality insights and specificity.” Dish’s will be the first set-top box data to be integrated with the gold standard, promising “the perfect balance of deep viewing characteristics and the granularity of big datasets.”
At first, the data from Dish will be incorporated into the local TV measurement service across 210 market areas. The agreement allows Nielsen to use the information to complement many of its local products and services. Also, they can use the data for marketing effectiveness, and on return on ad sales solutions.
Warren Schlichting, Dish Executive Vice President of Marketing, Programming and Media Sales, said that Nielsen aggregating the viewership data with their products would allow advertisers and networks to improve their marketing and programming lineups, “even as television viewing itself becomes more fragmented.”
Dish is a leading provider of pay-TV services, which (through subsidiaries) services approximately 13.897 million pay-TV subscribers, according to data from Dec. 31, 2015. The company offers premium quality programming and is a close rival to DirecTV, and is known for providing the most choices at the best value. With a high definition line-up of over 200 national HD channels and the most number of international channels, Dish also has the most advanced DVR in the market, Hopper 3, an award-winning piece of technology that is also critically acclaimed for the ways it allows users to refine viewing experience.