Nielsen Set-Top Box Data Deal

This week Nielsen landed a deal to tap set-top box data from AT&T's DirecTV + U-Verse. The multi-year agreement is big news for both companies: allowing Nielsen to offer more detailed data for local TV markets, which will give potential advertisers more insight as to what will resonate in smaller, more niche markets. And viewers shouldn't worry about privacy concerns - the data pulled will only reveal characteristics of viewers, not their identities. According to Deadline, the timing of the AT&T deal is especially important for Nielsen, as "the announcement comes as Nielsen plans to roll out its Total Audience Ratings, which will include digital and out of home viewing measurements along with traditional, in home viewing." Read more on the deal here.