• February 9, 2006

Weeks after Nielsen Media Research struck a multiyear ratings deal with cable TV giant Comcast Corp., the two companies Wednesday announced a milestone agreement in which Comcast would provide its video-on-demand usage data to Nielsen's Nielsen Entertainment division's On Demand reporting service. The companies termed the deal a "trial" agreement and said the test would begin in the first quarter of 2006. Nielsen has long coveted gaining access to digital set-top data from major cable system operators including Comcast as part of a plan to augment its panel-based measurement services with a census-based system tracking digital set-top clickstreams. Several other companies, including U.S.-based TNS and upstart erinMedia have been pursuing similar strategies. -- Joe Mandese