Brian Steinberg Senior TV EditorNielsen is poised to release another batch of new data about TV viewers as it battles with TV networks over which yardstick will be paramount in the industry’s coming upfront marketplace.The media measurement giant is expected as soon as Wednesday to announce it will issue streaming data from connected TV sets, according to two people familiar with the matter.
The information, Nielsen is expected to tell clients, will give advertisers, media buyers and media companies more information in their efforts to understand how audiences are behaving across a range of different screens.
The new release comes just days after Nielsen sent a letter to clients telling them it intends to make so-called “big data,” that includes more granular measurement of TV audiences, available alongside its traditional measures of total linear viewership by age and gender.
A Nielsen release slated to be issued as soon as tomorrow tells clients that “Only Nielsen” can connect data in a manner that gives Madison Avenue a full view of audiences.
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