605, an independent data analytics company that measures the impact of TV advertising and programming on consumer behavior, today announced its national dataset now includes Inscape viewing data, expanding 605s measurement footprint to include more than 20 million households across all 210 designated market areas (DMAs). The announcement strengthens 605s vast, census-based national dataset by adding data from Inscape, a wholly-owned subsidiary of VIZIO and leading provider of automatic content recognition (ACR) technologies and cross-screen metrics, to supplement 605s set-top-box viewership data.
605 is now one of the few within the industry to capture and measure both set-top-box databoasting one of the industrys largest matchable television datasetstogether with other sources of TV viewership data, such as over the air (OTA) and basic over-the-top (OTT) viewing data from Inscapes more than 10.5 million smart TVs.
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, Data Solutions at 605. By expanding our viewing data with Inscape, 605 now has a combined set-top-box and ACR-based viewing dataset that few can rival.
Inscape data is the largest single source of opt-in smart TV viewing data available in the market today. It is complementary to 605s existing dataset which, through a strategic partnership with Charter announced in 2017, includes aggregated and anonymized television platform data from all of Charters cable system operations nationally. The robust combined dataset provides significant and unique benefits to 605s brand, agency, content provider, and multichannel video programming distributor (MVPD) clients, enabling them to more accurately target and measure audiences, improve campaigns and maximize the return on investment for every advertising dollar.
The Inscape smart TV viewing dataset provides a massive volume of granular data that can be matched against other data sources and used for TV measurement, attribution, and reporting, said Greg Hampton, Vice President, Business Development, Inscape. It is important to have a relatively even distribution of these connected smart TVs across the nations demographic and geographic make-up, and our partnership with 605 allows them to be more effective and accurate with their analytics and measurement products and services.
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605 is an independent data analytics company that measures and improves the impact of TV advertising on consumer behavior. 605 offers a complete suite of advanced, data-driven measurement and analytics solutions based upon one of the industrys largest matchable television viewing datasets, generating insights that drive the most meaningful return on media investments. Serving marketers, TV content providers, distributors and multichannel video programming distributors, 605 manages a vast and granular TV viewing data platform, which powers proprietary software solutions for audience analytics; end-to-end solutions for campaign planning and media optimization; and, comprehensive measurement and attribution across the entire marketing funnel. 605 was created by Dolan Family Ventures through its acquisition of Analytics Media Group in 2016. To learn more, visit our website at 605.tv.
Inscape is a TV intelligence company that captures highly accurate, up-to-date viewing data from millions of smart TVs. The company is a leading provider of automatic content recognition (ACR) technologies and comprehensive cross-screen metrics. Inscapes TV audience viewing data is leveraged by OEMs, brands, agencies, networks, measurement companies, DMPs and marketing technology platforms to power massive transformations in the industry. Its glass-level insights bring a new level of speed, transparency and actionability to the global TV market place. Founded in 2010 as TV Interactive Systems, Inc., the company operated as Cognitive before being acquired by VIZIO. Inscape operates as a wholly-owned subsidiary based in San Francisco, California.