The logjam holding back set-top data in TV measurement on a major scale may be about to break.
Later this summer, the first draft of guidelines defining how pay TV providers collect and report data from set-top boxes is expected to be released for public comment. The document is being developed by the Media Ratings Council, in conjunction with NCC Media, the local ad-sales organization owned by Comcast, Time Warner Cable and Cox Communications.
The goal: to ensure that set-top data is gathered in the same way across all cable, satellite and telco providers to get an accurate read across a much larger base of viewers — potentially over the large majority of U.S. households. The initiative has the backing and participation of 19 of the largest pay TV operators, though MRC and NCC are not identifying them at this point.
