What is Single-source Data?

Legal Definition
Single-source data (also singlesource, single source) is the measurement of TV and other media/marketing exposure, and purchase behavior, over time for the same individual or household. This measurement is gauged through the collection of data components supplied by one or more parties overlapped through a single, integrated system of data collection. The means by which these data are stored is known as a single-source database.

In TV advertising measurement, single-source data are used to explore an individual’s loyalty and buying behavior in relation to advertising exposure within different windows of time – e.g. year, quarter, month, week. In this sense, single-source data is a compilation of (1) Home-scanned sales records and/or loyalty card purchases from retail or grocery stores and other commerce operations, (2) TV tune-in data from cable set top boxes or people meters (pushbutton or passive) or household tuning meters, and (3) Household demographic information.

The value of single-source data lies in the fact that it is highly disaggregate across individuals and within time. Single-source data reveals differences among households’ exposure to a brand’s ads and their purchases of those brands within advertising fluctuations.
-- Wikipedia
Legal Definition
A data collection accumulated by researching all of the lifestyles and demographics of a single area.