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State of the Screens

Nielsen announces Comcast agreement to incorporate set-top box data for local TV audience…

By February 15, 2018No Comments

Nielsen will begin including set-top-box data from Comcast in its local TV ratings.

Why is this a big deal? Comcast has 23m cable subscribersand Nielsen is the only measurement provider with access to that data.

The map below shows the markets where Comcast currently has coverage.

Audience buying on TV is a $100b+ market and these types of deals should only accelerate that.

Previously on SOTS. Fox TV taps WideOrbit for open programmatic ad sales marketplace

Quote from Rick Ducey — Managing Director @ BIA/Kelsey.
“When you step back and examine the possibilities, any movement of local TV toward programmatic buying and selling will significantly impact the amount of spending and could win more spending that might have gone to digital.”

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.