Numeris has announced the release of its Hybrid Linear TV measurement service for its video clients, developed in partnership with Kantar Media.
Enhanced Television Audience Measurement (TAM) incorporates Return Path Data (Big Data) from Set-Top-Boxes (STBs) to TAM data (Panel data). Numeris says the approach addresses the fragmented TV landscape while reinforcing audience behaviours already reported under TAM.
The audience measurement agency says the hybrid method will provide more granularity and better accuracy, offering audience stability, program-level audience estimates for niche or spill stations, and a better understanding of the complete broadcast TV landscape by reporting data from U.S. spill and unencoded stations that currently isn’t available.
“Understanding audience behaviours has never been more important or challenging,” said Numeris President & CEO Neil McEneaney, in a product announcement. “Integrating Big Data using millions of Set-Top-Boxes provides the most complete and granular picture of Canadians’ media consumption behaviours available today. Through innovation, our data is the groundwork for holistic and evolutionary insight that can bridge the gap between mediums, platforms and devices. As measurement pioneers, we remain steadfast in our commitment to bring the best solutions to Canada and are excited about this next phase of TV Measurement.”
Numeris says the data will initially be released as a separate dataset, adding that Enhanced TAM data will strengthen over time as the national sample grows.
“Television viewing patterns are becoming more and more fragmented as viewers adapt to a constantly evolving video landscape,” said Kevin Johnson, Numeris Vice Chair and CEO of Group M Canada. “Today’s measurement solutions must adjust and innovate to accurately capture true behaviours, and increased precision is the key to unlocking the more complete and holistic view of TV consumption that the industry needs.”
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