"Nielsen measures 5,000 sampled households to cover 108 million actual households in this country," said the study's author, Andrew Green, managing partner, director of communication insights, OMD, New York. "There are about 80 million set-top boxes out there. It's not that all of them could suddenly be used for audience measurement, but imagine if we even had 1 million boxes."
He also believes consumers could be persuaded to participate.
"Over time, the MSOs and satellite companies could incentivize participation, offering consumers, say, two pay TV channels if they agree to be measured and monitored for two years."