Cablevision's (NYSE: CVC) media sales division has expanded its capability to offer clients data beyond the New York TV market by carving out an agreement with viewer data company Fourthwall.
Cablevision has been at the forefront in the pay-TV industry in terms of developing advanced advertising capabilities, offering its advertising clients targeted, addressable tools via its network of advanced cable set-tops.
The Fourthwall deal allows the MSO to expand beyond the narrow confines of Cablevision's New York-New Jersey-Connecticut footprint, using FourthWall's "census-level" audience data to cover areas its set-tops cannot.
"Extending that power across FourthWall DMAs provides unique intelligence for our clients, helping them uncover strategic advertising opportunities on a national level," said Paul Haddad, senior VP and general manager, advanced data analytics for Cablevision.
"FourthWall Media continuously collects second-by-second viewing data on all channels from millions of set-top boxes with broad national coverage," added Bill Feininger, president, FourthWall Media. "We are pleased to partner with CMS to expand the reach of its advanced data analytics capabilities and innovative measurement solutions."
So how big a business is advanced advertising for Cablevision at this point? The company isn't breaking that out in earnings reports. But in December, Cablevision Media Sales President Ben Tatta told FierceCable, "We don't report it publicly, but over the last 18 months, [serving national advertisers with addressable data from set-tops] has grown to be pretty big part of our data business," said Ben Tatta, president of Cablevision Media Sales. "We're now able to offer advertisers much more granular measurement, and it's opened up opportunities we haven't had before."
- read this Cablevision press release
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