Sorenson and Neustar Link for TV Audience Insight

In the US, digital TV and video solutions provider Sorenson Media has partnered with business information and analysis specialist Neustar, to provide 'better insight' into TV audience viewing patterns and behaviour.

As part of its expansion into the television sector, Sorenson recently launched a suite of digitally-enabled TV measurement, targeting and analytics products called Spark. Through the partnership, Neustar's real-time data will be integrated into the 'Spark Enlight' TV analytics and insights products. This will enable customers to access both online and off-line audience data to improve their understanding of how viewers consume their content; and how audience segments flow between channels, programs and ads.

Neustar data will also be integrated into Sorenson's 'Spark Enhance' product, which can personalize ads based on a number of data-points including location, language, time of day, and weather.

Ted Prince (pictured), SVP, Information Services at Neustar, comments: 'Through this partnership, Sorenson and Neustar are bringing audience level insights and functionality to broadcasters and advertisers that until now have only been available in the digital domain. Broadcasters and advertisers will now have a much better understanding of their audience and how to best serve their needs.'

Web sites: www.sorensonmedia.com and www.neustar.biz .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.