I asked about what equipment they would need to install and she said its just a listening device that shazams* everything it hears (so it doesn't matter if you're watching broadcast tv or DVR or netflix.) I already trust Google and Amazon with their "always listening" devices so I guess I'm cool with this. She assured me its anonymously collected (I'm mean, obviously they know who we are and all our demographic information) but there's no one actually listening to the audio to hear me yelling at my kids all day.
*I'm using shazam as a verb, but interestingly enough, she told me that shazam actual runs their service off of neilsen's backbone technology.