Nielsen has signed Music Choice for its video on demand measurement service, the company announced Tuesday (July 21). Music Choice is the third client for the burgeoning Nielsen product, and the first ad-supported network to subscribe.

Music Choice, the largest VOD provider, joins HBO and Showtime, which are also clients of the Nielsen service which quantifies video on demand viewing and provides audience demographics based on Nielsen's national people meter data.

"Music Choice will utilize Nielsen national people meter data to enhance the targeting of advertising campaigns to specific demographics and further prove the value of our audience to our advertising partners," said Christina Tancredi, executive VP of Music Choice, which averages nearly 100 million on demand transactions each month.

As the number of households that have access to VOD services has grown, Nielsen has made measuring the space an integral part of its strategy. According to Nielsen estimates, more than 46 million households have access to VOD services, about 40.3 percent of the population.

"[Music Choice's] unique insights into advertiser supported VOD offerings will be extremely beneficial as we continue to expand Nielsen's measurement of this key component of the evolving television landscape," said Scott Brown, senior VP of digital platforms and media strategy for Nielsen.

Nielsen is the parent company of Billboard.