NBC signs on for VideoCensus

Nielsen service tracks streams viewed and unique users

NEW YORK -- NBC will become the first broadcast network to make its show-specific streaming demographic data available through Nielsen Online's VideoCensus.

The first batch of this data will be released in July and pertain to this month's shows as viewed on NBC.com.

"Show-level data is something that advertisers have been asking for," said Peter Naylor, senior vp digital media sales at NBC Universal.

David Botkin, senior vp research and audience analytics at CBS Interactive, said that while his network has not released its VideoCensus show-specific data, it might do so.

In March, CBS released internal data about streams of "Jericho" and "Big Brother."

Fox and ABC were not immediately available for comment.

VideoCensus is a service that tracks unique streams viewed on a site, along with unique visitors.

Nielsen Online is owned by the Nielsen Co., parent company of The Hollywood Reporter.