Nielsen bolsters Total Audience strategy with AT&T deal

Nielsen last week announced a partnership with AT&T that will give the measurement company access to anonymized set top box data from DIRECT and U-Verse households. With the deal, Nielsen will begin to combine panel data with viewing data from the two services, allowing for a more comprehensive look into 210 local TV markets. Integrating this type of data is part of Nielsen’s Total Audience measurement approach, which looks to move beyond just panel data.
 “Combining Nielsen