Dolan-backed ad shop 605 launches Impact Index measurement platform

Kristin Dolan
605 cofounder Kristin Dolan. (605)

Dolan Family-backed audience measurement and analytics firm 605 is introducing Impact Index, its television ad measurement product positioned as an alternative to the attribution model.

605 said that Impact Index combines matchable TV datasets with custom, first-party research to measure the TV marketing impact on both sales and brand awareness. The firm said its approach differs from the sample data used by firms like Nielsen.

“It’s no secret that the legacy TV measurement system has not kept pace with modern day marketing demands,” said Ben Tatta, co-founder and president of 605, in a statement.

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“Although recent developments in the field of TV attribution are a move in the right direction, most of these solutions focus on sales attribution only. These ‘bottom-funnel’ methods fail to capture the enormous impact TV delivers in terms of brand awareness, perception and favorability. After years of conducting full-funnel attribution, 605 developed the Impact Index as a turn-key solution for measuring the total impact of TV advertising in a scientific, yet easy-to-implement way.”

To show what its new measurement tool can do, 605 released the results of some new brand impact studies. Among the tidbits were those favorable to the Nissan brand tend to watch a lot of Spanish-language television and those favorable to the Samsung brand watch more youth-oriented programming on networks including Comedy Central, Freeform and MTV. Also, AT&T overindexes on Viacom’s TV Land network, but it is the only Viacom-owned network that has no AT&T advertising.