The deal consolidates into one single contract all of Comcast's Local People Meter (LPM) services in each of the ten major television markets in the US where Nielsen provides LPM audience ratings. This agreement with Nielsen marks a commitment by Comcast Spotlight to provide advanced research for advertisers and more relevant advertising for viewers.

The agreement covers the local markets in which Nielsen already operates LPM services including New York, Los Angeles San Francisco and Atlanta, where Nielsen will roll out LPMs later this year. These markets represent 30 per cent of the households in the US. LPMs can help advertisers in their allocation decisions for media dollars because they are a more accurate picture of an increasingly fragmented television audience.

Nielsen Media Research. GM national services Sara Erichson says, "In this era of rapidly fragmenting television audiences, it is critical to expand electronic measurement in all major media markets".

Comcast Spotlight senior VP and GM Hank Oster says, "Comcast has been a leading proponent of electronic television ratings, and this new comprehensive services agreement will make it easier for them to make full use of the detailed television measurement information available through LPMs. This solidifies our promise to our clients to bring better television measurement to the advertising marketplace. Our continued investment in the latest technologies, products and services, further enhance the value of spot cable advertising."

Electronic People Meters, which Nielsen has been using to produce national television ratings since 1987, provide an accurate and timely means to measure increasingly diverse audiences. With Local People Meter services, Nielsen says that it is now offering the same level of quality and reliability in America's major markets.