DALLAS—Dynata has announced a partnership to license and incorporate Comcast data into Dynata’s advertising solutions’ product suite. 

The deal means that marketers for the first time can combine the accuracy and depth of Comcast’s aggregate viewership data with Dynata’s real-time survey data to assess the performance of their marketing efforts across broadcast, cable, streaming and addressable television. 

The joint solution provides a single-source, consented, panel-based TV measurement approach that improves marketers’ decision-making around advertising performance, when comparing the relative strength of video assets’ performance across all screens and devices.  

“We’re very excited to support Dynata in their efforts to enable marketers to better measure the impact of their media investment and understand consumer perceptions, favorability and intent,” said Larry Allen, vice president and GM, addressable enablement, Comcast Advertising. “Our ecosystem is stronger when marketers and media owners have a clear understanding of how cross-media campaigns perform and how their brand messages impact consumers.”

This partnership underscores both companies’ desire to further improve and accelerate innovation in audience-based measurement across media channels, while empowering marketers to derive a much more confident picture of their cross-screen media investment.    

“Partnering with Comcast to enhance our advertising solutions’ product suite is a strategic investment in our commitment to deliver innovative products that help our customers make practical marketing decisions through the highest quality and scalable passive television viewership data sets,” said Eric Sandberg, managing director of Dynata’s global advertising solutions business. “This partnership reflects Dynata’s commitment to delivering customer-centric solutions that enable more accurate insights, smarter strategies and more effective campaigns.”  

NEW YORK—When Hurricane Dorian approached the Southeastern U.S. in early September, residents from the communities in its path overwhelmingly turned to their local TV stations to find out the latest news about the storm. This was a key finding of the “Hurricane Dorian Media Usage Study” conducted by Dynata and commissioned by the TVB trade association.

Speaking with 861 people in Georgia, South Carolina, North Carolina and Virginia from Sept. 3-5, 84% of the respondents said they used TV station news to get the latest information on the hurricane and spent an average of three hours and 24 minutes watching local broadcast TV, more than twice the amount of time for network TV and social media. Local TV was also the top choice for 75% of respondents when it came to preparing for the severe weather.

And finally, 94% agreed that local news TV was the most trusted source of information regarding Dorian, with TV stations news websites and apps being the second most at 88%; social media was least trusted at 57%.

“Local communities continue to rely on their local broadcast TV stations to deliver up-to-the-minute and potentially life-saving coverage in times of emergency,” said Steve Lanzano, TVB president and CEO. “Data from the ‘Hurricane Dorian Media Usage Study’ revealed that local communities overwhelmingly chose TV station news over all other resources to deliver the most accurate weather coverage and critical safety information they need.”

The full report on Hurricane Dorian coverage can be found here.