TiVo beefs up viewership metrics with Kantar, Drawbridge data

TiVo interface
TiVo is building up its viewership data set. (TiVo)

TiVo is beefing up its TV viewership data product by including Kantar ad occurrences, Drawbridge’s Identity Graph and more demographic attributes.

The new data integrations are aimed at supplementing anonymous household viewership data with additional insights around demographics, consumer preferences and behaviors, and providing contextual audience insights.

Kantar’s ad data will let marketers know both the programming viewership and the advertising viewership across millions of U.S. households. Drawbridge Identity Graph provides links between viewership data and associated mobile ad identifiers.

“Household-level TV data is becoming more attractive as the advertising and media industries look to connect consumer touchpoints across screens, platforms, and campaigns across the TV ecosystem,” said Ben Maughan, vice president of business development and data product management at TiVo, in a statement. “TiVo’s unique TV Viewership Data has been a leading innovator in the space and is constantly evolving into a more robust offering.”

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“Marketers rely on Kantar’s industry-leading ad intelligence data to track competitive activity in their sector. By connecting with TiVo TV Viewership Data, we can give our customers a holistic view of what messages consumers are receiving,” said Vik Sharma, senior vice president for media and tech at Kantar, in a statement. “We’re excited to continue providing clients with ad exposure data on a set-top-box level through our arrangement with TiVo.”

"TV’s power as an awareness channel is clear, but it’s long been missing the component of identity,” said Jon DeGennaro, vice president of enterprise partnerships at Drawbridge, in a statement. “There’s no reason why TV can’t be as targetable and measurable as other platforms and give marketers the ability to reach and report on viewership, engagement, and conversion across the entire cross-channel consumer journey. Bringing identity to TV does just that. We’re excited to be partnering with TiVo to enable these crucial tools."