Cablevision (NYSE: CVC) has secured a key patent to measure audiences and cull analytics through its 7 million set-tops.
The Bethpage, N.Y.-based MSO said its "System and Method for Set Top Box Viewing Data" patent covers critical aspects of its system for capturing, synthesizing and running analytics against viewing data.
"This new patent further demonstrates our commitment to developing census-based measurement and analytics that serve the needs of programmers and advertisers," said Ben Tatta, president of Cablevision Media Sales. "It is a result of more than five years of commitment to census-level measurement and provides the foundation to work towards scaling these capabilities as the industry eyes broader deployment."
Faced with intense competition in the pay-TV services area from Verizon FiOS (NYSE: VZ), Cablevision is looking for alternative means to monetize its video business. Cablevision said its video-customer total dropped by 28,000, to 2.65 million, in the first quarter of 2015, down from 2.68 million in the fourth quarter of 2014.
In April, Cablevision announced the deployment of a new advertising product, Total Audience Application (TAPP), that provides census-level data on campaigns delivered over its set-tops. That product is under trial by major ad-buying shops, including GroupM, Horizon Media and Starcom MediaVest Group.
In May, the company signed a deal with Disney to provide ESPN with addressable advertising services.
Cablevision isn't the only pay-TV company offering ad-tracking services. Comcast, AT&T and others currently offer mechanisms for ad companies to track the effectiveness of their ad campaigns.
- read this Cablevision press release
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