According to a statement, the deal covers “several strategic research initiatives, such as the creation of attitudinal and behavioural segmentations that enable more discrete precision marketing and facilitate a deeper understanding of the path to purchase and resulting ROI of advertising activities”.

CBS chief research officer David Poltrack (pictured) said the long-term nature of the deal recognises the “commitment required to realise the true promise of advanced media measurement analytics”.

The Nielsen deal follows an agreement CBS signed two weeks ago with Rentrak to source TV audience demographics that have been melded with data on automotive purchase behaviours.