MarketCast and Kinetiq in Tune-In Benchmarking Deal

US-based entertainment insights business MarketCast and real-time TV data specialist Kinetiq have partnered to provide TV networks with competitive benchmarking, through which to understand tune-in campaign effectiveness.

MarketCast applies a combination of traditional market research with advanced data science and analytics to build and nurture fans for TV networks, streaming services, brands and sports leagues. In September, it acquired Deductive, a team of data scientists applying advanced techniques - including game theory - to TV attribution. Its new partner Kinetiq uses fingerprint detection to monitor an ad catalogue, and pair household demographics with TV impressions.

As part of the partnership deal, MarketCast's data science capabilities will be combined with Kinetiq's ad detection covering 1,600 channels in all 210 US DMAs (designated market areas). Kinetiq's ad monitoring technology will be used to detect where and when TV promotions air across networks, then MarketCast will use advanced data science techniques to identify from this data which TV sources should be credited for the tune-in conversion. According to the firms, the combined solution delivers next-day reporting of benchmarking and advanced attribution metrics that allow marketers to optimize their campaigns.

Kevin Kohn, CEO of Kinetiq says the combination provides TV networks and marketers with a single solution that enables them to understand what aspects of their tune-in campaigns are succeeding, attribute real value to conversions, and see how they stack up against their broadcast competitors. Tom Weiss, MarketCast's Chief Data Scientist, adds: 'Teaming up with Kinetiq gives our data scientists a powerful new data set to track where and when every TV promotion appears across channels and networks'.

Web sites: www.marketcast.com and www.kinetiq.tv .