WASHINGTON —聽Nielsen is incorporating a new measurement strategy, thanks to a new multi-year deal with Dish Network.
, in addition to using the聽40,000-person panel聽that Nielsen is famous for, the company will use data from Dish’s set-top boxes to improve聽its measurement of聽local and national markets.
Dish’s collection of anonymous data from its 14 million subscribers’ set-top boxes will allow聽Nielsen to get a finer聽look at viewing patterns, particularly for niche shows and small markets. The data allows Nielsen to see what聽individual households are actually viewing instead of only estimating.
Dish’s data will also聽report viewing numbers for shows with聽fewer than 10,000 views, which聽was previously impossible due to Nielsen’s panel measuring system.
