Nielsen and Comcast extend data deal for advanced audiences and the largest local markets

But the deal with Comcast is separate from and does not affect any measurement contract with NBCU, a Nielsen spokesman said.

The agreement will further enable increased measurement fidelity in the largest local markets and allow media companies and agencies to gain insight into advanced audiences across platforms, according to the statement from the companies.

Additionally, media companies will be able to take advantage of addressable ads reconciled with Nielsen’s C3 commercial ratings measurement to optimize inventory and ad spending, according to the statement.

Expansion of Nielsen measurement using Comcast data is expected in 2024, which is also when Nielsen previously said it intends to phase out currency deals using C3 and C7 ratings. Those are TV-centric measurements based on average viewership within programs and time shifting using DVRs.

“We are delighted to extend our strategic partnership with Comcast allowing us to continue to embrace the power of big data for our services both locally across nearly 100 markets and nationally with addressable measurement,” Karthik Rao, CEO of Audience Measurement at Nielsen, said in the statement.

“Measurement is one of the foremost, complex and dynamic topics in TV advertising today, and in order to continue to move the needle forward on progress and change, we need to work together to address, reconcile and resolve current industry challenges on this front, said Marcien Jenckes, managing director of Comcast Advertising.