Independent data analytics firm 605 today announced a deal with Vizio-owned Inscape to add the company’s smart TV viewership data into 605’s national data set.
605 said the deal will expand its set-top box viewership data measurement footprint to include more than 20 million households across all 210 designated market areas (DMAs). In addition to Inscape’s smart TV data, acquired using the company’s automatic content recognition technology, 605 gathers over-the-air and OTT video viewership data.
605’s existing data set, through a strategic partnership with Charter announced in 2017, includes aggregated and anonymized television platform data from all of Charter’s cable system operations nationally.
“From a historical standpoint, sample sizes within the industry have been small and consumer behavior is constantly changing, creating a void in measurement that is large and growing,” said Colleen Moraghan, senior vice president of data solutions at 605, in a statement. “By expanding our viewing data with Inscape, 605 now has a combined set-top-box and ACR-based viewing data set that few can rival.”
The new deal with 605 continues Inscape’s current trend of adding partnerships with measurement platforms and advertising technology groups.
Earlier this year, Inscape announced a new agreement with Comcast’s ad tech division FreeWheel. FreeWheel plans to use Inscape’s opt-in smart TV viewership data for modeling representativeness for demographic and consumer audience segments used for selling national TV advertising.
Last summer, Comscore partnered with Inscape to add smart TV viewership data to its TV measurement platform.
"Media fragmentation continues to be a challenge for marketers who are seeking ways to optimize their media investment against the activities and channels that drive the most business impact," said Cathy Hetzel, executive vice president of commercial at Comscore, in a statement. "Given the growth of smart TV viewership, we understand the importance of this partnership in our aim to deliver clients the sophisticated measurement solutions they need to grow their businesses."