Nielsen, DirecTV interacting


NEW YORK -- The Nielsen Co. and DirecTV Group Inc. have agreed to test new metrics to measure the daily viewing behavior of interactive television subscribers, the companies said Wednesday.

To test the new system, Nielsen will use aggregated and anonymous data from a panel of 300,000 DirecTV interactive customers.

"This agreement with DirecTV is an exciting new opportunity to gain valuable insight into how new technology is influencing the behavior of interactive satellite subscribers," Nielsen senior vp Scott Brown said. "Nielsen is using our full resources to help clients create valuable new uses for their digital information."

This agreement is the first of its kind since Nielsen created Nielsen DigitalPlus this week. This service will track consumer interaction through digital set-top boxes.

Nielsen DigitalPlus is a subsidiary of the Nielsen Co., parent company of The Hollywood Reporter.