DirecTV (DTV) and privately held Nielsen Co., which conducts marketing research, have partnered to find out the viewing habits of DirecTV's subscribers, the two companies announced today.
In the U.S., Nielsen is the No. 1 television rating company while DirecTV is the No. 1 satellite television operator. Nielsen's data is made available by broadcasters and marketers for the purpose of setting prices for commercial time.
Per the agreement, Nielsen will use anonymous data from about 
300,000 DirecTV customers, unless viewers agree to opt-in to the study. Otherwise the data will be aggregated and offered without invasion of privacy.
The study will be enacted over the next several weeks, according to DirecTV.
Comment Preview