A system and method for collecting viewership data. The inventive system (10) is adapted to receive a signal having multiple channels of program content and associated channel identification information. The system (10) is adapted to parse the program content and channel identification information from the received signal. The system (10) outputs selective channels of program content in response to user input and the parsed program content. The system (10) monitors the selected channels and provides viewership data with respect thereto. The viewership data includes channel identification information.