Comcast Media Center, thePlatform boost TV Everywhere possibilities

Comcast Media Center and thePlatform have given TV Everywhere a lift by successfully preserving audio watermarks used by Nielsen to measure audience for both video programming and commercials, the two companies said in a news release.

The two companies said they collaborated to validate that their online video publishing solutions continue to carry Nielsen tracking information, marking "the next logical step in advancing longer-term efforts to provide multi-platform audience measurement for media and entertainment companies."

Media companies, including programmers and advertisers, have been wary of TV Everywhere's premise of delivering content to multiple screens because, they contended, there is no way to measure the audience once it leaves the conventional TV space. Preserving audio watermarks placed in the content by Nielsen across the multiple platforms offers assurance that the audience can be tracked and noted for measurement purposes.

Both companies said they will continue to work with Nielsen when it introduces an extended screen ratings program later this year.

For more:
- see this news release

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