• Mediaweek, Sunday, August 16, 2009 10:17 PM

In next few years, set-top box data could become an integral part of the TV ratings currency. In fact, mining audience data from STB devices that deliver TV content via cable or satellite is turning into the digital equivalent of the Alaska gold rush.

A growing number of research and technology companies, including Nielsen, TNS Media Research, TiVo, Rentrak and TRA hope to deliver audience viewing data of unparalleled precision based on millions of households. "The biggest barrier to entry in TV measurement is gone except for getting access to the set-top box data," says David Poltrack, chief research officer for CBS. "There is a chance for an entrepreneur to establish a place in the marketplace for the first time."

But it won't be easy. The lead challenge is finding a way to capture demographics. None of the STB systems can directly measure viewing beyond the household level. Beyond that is the business challenge-getting access to cable systems' data. Clearly, the operators will want some compensation in exchange for the data stream they're providing. Canoe, a consortium of the six largest cable companies, may help by giving the research firms a single point of contact for partnerships and business deals. While addressable applications seem to be Canoe's top priority, the other simpler goal is to bring STB data to market.

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