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.”