In the US, smart TV viewing data provider Inscape has partnered with consultancy Dativa to launch a panel providing representative TV viewing data for all US households, demographics and geographies, built on Inscape's base of 15 million ACR-enabled Smart TVs.
Inscape's new National Representative Panel (NRP) applies anonymous consumer data from a number of sources to help make its data representative across a broad set of consumer and household attributes. Additionally, building on parent company VIZIO's geographic reach across all US markets, Inscape has extended local 'affiliate attribution' of major broadcast stations to all 210 local markets in the US. Now, users of Inscape data can report at the local level and determine the localization of scheduled content start times for live or time shifted viewings, as well as understand which connected devices or apps within the TV were used to play the content.
The partnership with Dativa taps into the firm's background in TV measurement and combines its data models with the industry's commercially available ACR (automatic content recognition) data set to provide the range of demographics and targets advertisers are interested in. Zeev Neumeier (pictured), founder and President of Inscape, comments: 'We're extremely confident in the efficacy of our new NRP model and believe that being open about how we've constructed it will further drive confidence within the ecosystem both for the value of our new offering as well as the role smart TV data is playing across the industry'.
Web sites: www.inscape.tv and www.dativa.com .
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.