Nielsen Will Offer More Streaming Data With Comcast Partnership

Xfinity audiences on mobile and desktop will be included

More data will be compiled under the new partnership. Soures: Nielsen, Xfinity
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People who watch programming on Comcast’s Xfinity online streaming services will be measured by Nielsen, according to an agreement the two companies announced today.

The new partnership is intended to give marketers a “more holistic view” of how people are consuming content, said Marcien Jenckes, president, Comcast Cable Advertising, in a statement.

Audiences on mobile and computer devices will be included in Nielsen Digital in TV Ratings and Digital Content Ratings.

Nielsen already measures viewership across Xfinity, but only its cable TV service, which is part of Nielsen’s national and local ratings.

As audiences’ content consumption has changed, Nielsen has tried to adapt what it measures. In May, for example, Nielsen announced it would include YouTube TV viewership at designated market levels (DMAs) in its local TV audience measurement.

“We’re excited to continue to expand our relationship with Comcast to include measurement of the Xfinity streaming services’ digital audiences,” said Peter Bradbury, evp of national client solutions at Nielsen, in a statement. “Providing trusted, comparable metrics that help the industry monetize audiences across platforms is central to Nielsen’s Total Audience mission and we’re thrilled to work alongside clients like Comcast who are leaning into independent measurement.”

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.