NEW YORK—Vizio’s Inscape, a leading provider of smart TV data, and TVision, which measures TV and CTV viewer engagement, have announced a multi-year data deal that will strengthen Inscape’s measurement capabilities.

Inscape has a nationally representative household that is based on more than 24 million opted-in devices. Data from TVision’s passive measurement panel will give Inscape the ability to unlock and understand consumer co-viewing behavior—critical to media owners and buyers seeking to evaluate audiences and make marketing decisions, the companies said.

The extended partnership also will provide data to help publishers better understand and capitalize on cross-platform consumer viewing behavior to inform distribution decisions. It also provides marketers with business insights from TVision’s industry-leading regional coverage.

“Synergizing TVision’s person-level viewing activity across all linear and CTV, hundreds of apps, and thousands of programs with Inscape’s nationally representative data and measurement will help all parts of the industry become smarter and make better decisions,” TVision CEO Yan Liu said.

The agreement builds on several recent announcements by Inscape to further strengthen its measurement capabilities. In November, Inscape and EDO announced a partnership that will help fuel outcomes measurement. In September, it struck a partnership with local video advertising provider Locality to help brands plan, measure and manage local ad reach. And at the beginning of 2024, the company rolled out Smart TV Tuner technology in order to bring big data to the local landscape.

NEW YORK—Vizio’s Inscape, a smart-TV data provider, and EDO said they have extended their longstanding data partnership.

EDO said the new, multiyear agreement with Vizio’s technology division is part of its efforts to offer clients high-quality data that optimizes the effectiveness of linear and streaming TV ads. EDO leverages real-time consumer behavioral signals that are predictive of future sales—such as search activity and website visits—to help brands, agencies and publishers understand how and where ads drive engagement.

Inscape data captures viewing data from more than 24 million opted-in smart TVs. Its ACR data provides scale, granularity and timely insights to help clients and the industry understand and take action on what is being watched in millions of U.S. households. EDO’s Ad EnGage Convergent platform then matches ad exposures from Inscape data with engagement signals to determine the immediate ad-driven impact of a campaign.

Travis Scoles, executive vice president of advanced advertising at Paramount Global, applauded the new deal, saying: “Industry collaboration is essential to achieving the precision and scale needed in cross-platform measurement. As audiences navigate a more varied media landscape, Paramount brings unmatched clarity to campaign performance across linear and streaming channels. With data-driven insights—like those powered by EDO and Vizio—we can further empower brands to reach and resonate with our audiences, maximizing engagement and impact across Paramount’s extensive media portfolio.”

“Reliable, cross-platform TV outcomes measurement is essential to creating a sustainable and accountable advertising ecosystem,” added Joshua Lee, chief technology officer and head of product, EDO. “Our extended partnership with Inscape enables us to deliver investment-grade convergent TV outcomes. This partnership will ensure we continue to have access to Inscape’s trusted ACR data for years to come.”

Ken Norcross, VP of data licensing and strategy at Vizio Inscape, said: “We’re thrilled to expand our relationship with EDO in a meaningful way that helps drive value for their customers and the industry as a whole. By leveraging Inscape’s robust data set, outcomes measurement is becoming that much smarter.”

Inscape, a major provider of currency-grade smart TV data from millions of Vizio TVs, has announced they are expanding measurement coverage of local stations by tapping directly into tuners built into Smart TVs.

The new solution will significantly increase Inscape’s coverage to thousands of local stations and offer local TV stations a big data source for over-the-air viewing spanning all stations and markets., the company said.

The launch comes at a time when cord cutting has made the measurement of over-the-air signals more important than ever. Currently about 18% of TV households report having a digital antenna and watching TV over the air., Inscape reported.

Both Comscore and Videoamp are adding the data to their measurement solutions.

“For Comscore, having multiple sources of data capture is a key component of our TV measurement approach, which spans across all 210 local markets. Incorporating Smart TV Tuner Data from Inscape gives Comscore additional views into local station viewing behaviors, enabling us to better serve our clients with the most precise measurement,” said David Algranati, chief innovation officer, Comscore.

“By unlocking the potential of local TV in this game-changing way and bringing the full power of big data to OTA signals, clients and the industry as a whole will now have a critical entrypoint to previously unfeasible attribution of local TV content,” said Charbel Makhoul, vice president of product management, data science and analytics at Vizio/Inscape.

“We’re excited that Inscape is bringing the scale and representativeness from its 22+ million opt-in Smart TV homes to local,” said Josh Chasin, former chief measurability officer, VideoAmp. “In doing so, the entire local marketplace will now have access to the highest fidelity data in order to capitalize on the growth potential that CTV brings to the space. Local TV, and especially over the air (OTA) digital broadcast, is one of the most robust spaces in the video ecosystem. We’re thrilled that Inscape is proactively supporting the measurement of this vital piece of the video pie.”

The company said that Inscape’s Tuner Data will help address the longstanding challenge of measuring viewers and developing accurate audience insights regarding the viewing of local Over-the-Air (OTA) TV signals. The Tuner Data will help overcome this blindspot by creating an industry-wide solution for local TV markets regardless of size, the company said.

More specifically, the new solution builds on Inscape’s ACR technology that is always running to identify content and commercials on the TV screen. The new Tuner Data will layer on additional data points collected directly from built-in televisions tuners to supplement exposure signals for smaller markets. This also marks a major step forward in accurately capturing the audiences of smaller subnets, Inscape said,

LOS ANGELES—A new study from Inscape takes a deep dive into an important but rarely reported on aspect of cord-cutting and the decline of pay TV subscriptions by focusing on what Inscape calls the “quiet quitters” who have largely stopped viewing pay TV programming but haven’t dropped their pay TV subscription or “cut-the-cord.”

According to Inscape’s recent Q2 2023 TV Market Trends report, about 5% of U.S. cable/satellite households have outright quit viewing content via their satellite and cable TV options in the second quarter of the year. Inscape’s data also demonstrates that a sizable portion of those remaining subscribers have cut their viewing time significantly as well. 

The study found that “quiet quitters,” or households who have sharply reduced their cable/satellite viewing time but have not fully quit, were more prevalent than full quitters in Q2 2023. 

Looking at U.S. cable/satellite households, Inscape found that 9% reduced their cable/satellite viewing by 75% or more from Q2 2022 to Q2 2023 (to account for viewing seasonality), but didn’t fully quit. Additionally, 8.4% of U.S. cable/satellite households had a drop of 50-75% in cable/satellite viewing time in Q2 2023 from Q2 2022.

Inscape data also provides some very important insights into why these “quiet quitting” households retain their subscriptions in the face of such a dramatic pullback in activity. 

Although streaming has become the dominant source of overall TV viewing in the U.S., U.S. households continue to turn to cable/satellite and antenna-based OTA formats for access to sporting and news programming. 

According to Inscape data, while streaming commands 56.5% of overall TV viewing time, that falls to 23.1% for sports and 14.7% for news. Cable/satellite/antenna, meanwhile, accounts for 43.5% of overall TV viewing time, but dominates in sports (76.9%) and news (85.3%).

“This quiet-quitting trend emphasizes the reality that not all TV viewership stats are created equal,” said Ken Norcross, vice president of data licensing and strategy, Inscape. “While overall viewership data suggests a broader movement between formats, closer examination of specific programming categories like sports and news illustrates how legacy formats remain viable options. Collecting accurate viewership data across these disparate formats requires a platform capable of a complete, holistic view of the entire TV landscape, which is what Inscape provides.”

LOS ANGELES, Calif.—Newly released research is providing more evidence of the importance of free ad-supported streaming services, with a new Inscape study finding that TV viewing of FAST channels grew by 70% year over year. 

Inscape is a provider of ACR data from millions of VIZIO smart TVs. 

Using that data it reported that streaming continues to grab a larger share of TV viewing. Inscape first reported in early 2022, streaming had displaced cable/satellite as the most-viewed TV source by U.S. households. In the quarters since, it has steadily grown its share of viewing time and there are no signs of a slowdown. 

Looking at Q2 over the past three years, streaming has captured 9.7% of viewing share from cable/satellite for the U.S. TV households, Inscape reported.  According to Inscape’s panel that projects out viewing percentages to the U.S., streaming’s share of viewing has increased from 44.1% to 53.8% in Q2 since 2021. Meanwhile, cable/satellite’s share has fallen from 46.9% to 37.1% while gaming and OTA viewing share has remained relatively consistent during this time.

The report found that FAST channels continue to gain popularity among consumers. FAST viewing time increased by 70% from Q2 2023 compared to Q2 2022. 

The Inscape report is available here. 

NEW YORK—Verizon Media has introduced its new TV tune-in attribution product that allows broadcasters, networks and media companies to quantify the impact of digital ad campaigns on consumers tuning into TV shows. This marks the first time customers using Verizon Media’s DSP advanced advertising platform can attribute TV show tune-ins to ads served on any channel, including mobile, CTV, video, desktop, native and beyond. Verizon Media is launching the offering with Inscape, a wholly-owned subsidiary of VIZIO, for automatic content recognition (ACR) TV viewing data, with additional partnerships forthcoming.

“We are continuing to close the attribution gap across devices, channels and screens,” said Iván Markman, chief business officer, Verizon Media. “Our TV tune-in product helps advertisers better understand their customers, connecting the dots between ad-viewing on a smartphone, for example, with TV-viewing. That feedback loop drives better performance and outcomes, while providing insights into critical performance indicators like tune-in conversions.”

Verizon Media’s TV tune-in attribution correlates ad exposure and engagement across devices and screens to a user tuning into a program on their TV by matching ad behavior with near-real time ACR data from more than 15 million smart TVs. ACR data is opted-in by the consumer, capturing viewing preferences anonymously, while allowing TV and entertainment advertisers to perform closed-loop attribution of users that saw an ad then tuned in to the show.

“As the way we watch TV has changed, so has the marketer’s approach to measuring it,” said Markman. “Advertisers want to measure the impact of their media directly with more granular data. With our TV tune-in attribution, we are helping them better personalize and optimize marketing campaigns, understand ad exposures across key platforms and maximize business outcomes.”

Discovery is one of the first brands to use Verizon Media’s TV tune-in attribution product at launch, helping them identify the effects of non-TV inventory on TV-viewing and ensuring greater harmony across campaigns.

“Verizon Media’s TV tune-in product represents a critical advancement of platforms converging with highly relevant real-time data,” said Seth Goren, Group SVP, Media Strategy and Analytics at Discovery. “These kinds of infrastructure enhancements enable a whole new spectrum of thinking to drive optimization and ultimately improve a range of tune-in outcomes that matter deeply to our business.” 

Verizon Media’s omnichannel DSP delivers exclusive and unique access to premium mobile, video, desktop, native, CTV, addressable TV, audio and DOOH inventory.

NEW YORK & SAN FRANCISCO—MadHive, an advanced TV advertising solutions company, is partnering with Inscape, a provider of smart TV viewing data, to integrate Inscape’s glass level TV viewing data from more than 11 million smart TVs into MadHive’s proprietary AI advertising platform. The partnership is designed to offer broadcast networks the ability to sell linear advertising alongside-data enriched OTT inventory, as well as allow customers to plan, target, measure and optimize cross-platform linear and OTT campaigns in real-time.

MadHive says it currently provides linear to OTT reach extension, targeting and fraud detection in 95%+ of the DMAs across the United States, giving local broadcasters the ability to offer addressable advertising and enabling brands to reach local markets.

“OTT allows advertisers to leverage the precision targeting of digital on the TV screen, but at the same time it’s also contributing yet another platform to an already fragmented media landscape,” said Adam Helfgott, CEO at MadHive. “This partnership enables advertisers to holistically analyze cross-screen linear and OTT campaigns, while calibrating audiences to drive real business outcomes.”

MadHive also recently announced an integration with Premion, the OTT advertising arm of TV station group TEGNA.

Inscape said it made a deal to provide LiveRamp with the viewing data it collects from nearly nine million smart TVs.

The big-screen TV viewing information will be incorporated into the other data LiveRamp uses to identify consumers based on their digital activities. That means that when advertisers run data-driven ad campaigns, they’ll be better able to target TV viewers, who will be getting more relevant messages.

[Read: TiVo Report Sees New TV Data Shaking Up Measurement]

“This is a very strategic integration that brings the speed, scale and transparency of Inscape’s smart TV viewing data to LiveRamp’s ecosystem platform partners, agencies and brands who leverage LiveRamp for identity resolution,” said Allison Metcalfe, general manager for TV at LiveRamp, part of Acxiom. “By tying viewership to LiveRamp’s IdentityLink ID, LiveRamp is making it possible for marketers to take a data-driven approach to better plan, target and measure their omnichannel marketing efforts.”

Inscape’s data is being used by a number of measurement and analytic companies that are finding new ways to look at TV audiences for networks, agencies and advertisers.

“As new advanced television efforts and initiatives evolve, having a strong identity link between device-level television viewing data and first and third-party data sets is imperative,” said Greg Hampton, VP of business development at Inscape. “LiveRamp is making it possible for marketers to plan future marketing initiatives based on real data and better understand the results of omnichannel campaigns.”