The agreement will allow users to combine Comcast’s aggregate viewership data with Dynata’s survey data to assess marketing performance across broadcast, cable, streaming and addressable television.

The companies said the agreement would provide a single-source, consented, panel-based TV measurement approach to help decision-making around advertising performance, when comparing the relative strength of video assets’ performance across screens and devices.

Eric Sandberg, managing director at Dynata’s global advertising solutions business, said: “Partnering with Comcast to enhance our advertising solutions product suite is a strategic investment in our commitment to deliver innovative products that help our customers make practical marketing decisions through the highest quality and scalable passive television viewership data sets.

“This partnership reflects Dynata’s commitment to delivering customer-centric solutions that enable more accurate insights, smarter strategies and more effective campaigns.”

Larry Allen, vice-president and general manager, addressable enablement, at Comcast Advertising, added: “We’re very excited to support Dynata in their efforts to enable marketers to better measure the impact of their media investment and understand consumer perceptions, favourability and intent.

“Our ecosystem is stronger when marketers and media owners have a clear understanding of how cross-media campaigns perform and how their brand messages impact consumers.”