nielsen Ratings

The nation’s most-watched broadcast TV network wants to figure out how people watch its programs when they aren’t using TV to do so.

CBS, home to such big-audience programs as “The Big Bang Theory” and “NCIS,” has expanded its relationship with Nielsen to devise measurement of audience behavior across multiple methods of video distribution. The pact, which expands CBS’ longstanding relationship with the measurement company, comes after the Eye earlier this month said it would partner with Rentrak to make use of that measurement company’s efforts to marry demographic information with consumer-purchase behavior.

Nielsen and CBS said the new agreement would allow for the measurement of viewing activity across not only TV but also mobile devices.

Measuring new video-viewing behaviors is a challenge “not effectively addressed by short-term solutions,” said David Poltrack, CBS Corp.’s chief research officer, in a prepared statement, adding: “We look forward to continuing our work with Nielsen to build the knowledge base required to realize the full potential of our media properties for our audiences and our advertisers.”

“Our collaboration on television audience measurement and qualitative tools incorporating consumer purchasing data sets enables CBS to reach ideal audiences with the most effective messaging,” said Lynda Clarizio,  president,  U.S. Media,  for  Nielsen. “Working closely with CBS, we look forward to many more years of bringing innovative and quality audience measurement to the media and advertising industry.”

Both the Rentrak agreement and the renewal of the Nielsen pact take place as both TV networks and advertisers are starting to think more seriously about TV’s annual upfront market, when marketers purchase the bulk of their ad time for the coming season.

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