Getting this data aggregated from mobile network providers seems much more accurate. Having the TV on is not the same as being home and it doesn't record if (or how many) people are actually watching. It's certainly worth something but I also doubt it's significant compared to the price of a TV. Online behavior and movement data is much more valuable.
The mobile network providers can say you visit netflix, but it cannot determine what you are watching. This data fills in certain holes in data sets that companies cannot get.
