Nielsen, a global information and measurement company, and Kantar Media, a unit of Kantar, an information, insight and consultancy group that is part of WPP, have inked a multi-year agreement providing Nielsen with STB data from Kantar Media’s DIRECTView service for use in local TV audience measurement.

Nielsen has developed a proprietary, hybrid methodology for the US market that combines Nielsen’s National People Meter panel data with STB and other sources of data, and is continuing to explore the use of this methodology in local markets that currently rely on diary-based measurement.

“DIRECTView is one of many sources of data Nielsen is incorporating in our efforts to provide higher quality local TV audience measurement,” said Steve Hasker, President, Nielsen Media Products & Advertiser Solutions. “Our innovative approach to enhance local TV measurement addresses the technological limitations of using set top box data alone, and we expect it will provide valuable benefits to local TV markets.”

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