Discovery, Inc. is forming a strategic partnership with Inscape, a smart TV viewing data company and a subsidiary of Vizio, for audience measurement across the media company’s TV footprint in the U.S.
The partnership means Discovery can use screen-verified, opt-in viewing data from more than 12 million smart TVs in the U.S. for providing enhanced ratings, cross-platform audience insights and tune-in measurement.
“With new players, new data sets and new companies truly committed to innovating, Discovery believes the time is right to rearchitect media measurement and currency around new players in the industry and unlock value for our partners,” said David Leavy, chief corporate operating officer at Discovery, Inc., in a statement. “Inscape is one of the most dynamic companies in the space, and we are excited to be their partner and leverage their real time approach to audience segmentation, viewing measurement, consumer behavior and more. The current approach is too inefficient, and we believe with Inscape and all of our efforts across media measurement, we can reimagine how audience measurement is captured and sold across the new products and platforms of the future and create more value overall.”
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“We’re excited to deepen our relationship with Discovery and look forward to partnering with them on innovations that move their business and the entire industry forward,” said Jodie McAfee, senior vice president of sales and marketing at Inscape, in a statement.
Discovery will use Inscape’s Automated Content Recognition (ACR) data in the United States to supplement its panel-based Nielsen data across all designated market areas. The company is hoping to gain more insights into the behaviors of its viewing audience across its TV Everywhere, VOD and linear environments, and to figure out how exposure to content on one platform may lead to viewing on another.