The change, which will take place at some point during the 2015-2016 broadcast season, promises to supercharge NBCUniversal’s newly announced “audience targeting platform,” or ATP, which combines viewer data from set-top boxes with third-party data about consumers’ behavior, purchase history and interests. Together these sources of information are a powerful indicator of what viewers like and dislike: Over the years, data brokers and retailers have amassed vast troves of information about our most intimate habits, while cable equipment has become more advanced at generating activity data about what shows people watch, when they watch them, and even how many people actually sit through the commercials.