NBCUniversal partners with iSpot.tv for alternate ratings measurement

FILE PHOTO: The NBC and Comcast logo are displayed on top of 30 Rockefeller Plaza, formerly known as the GE building, in midtown Manhattan in New York July 1, 2015. REUTERS/Brendan McDermid

(Reuters) - NBCUniversal is partnering with TV measurement firm iSpot.tv in a multi-year deal to measure its audience in new ways, the company said on Thursday, the latest move among media companies dissatisfied with how video content is measured.

The deal comes as Nielsen, the leader in TV measurement, faces fierce criticism from its TV industry clients, many of which say it has insufficiently captured consumers' shift to streaming. Nielsen measures TV audiences through a sample set of panelists who use special devices in their homes.

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