Television measurement and analytics provider 605 is doubling its national footprint in a licensing deal with Inscape that augments and compliments MVPD data with smart-TV viewing insights. \u201cThe bigger the better in terms of data,\u201d says 605 President & Co-Founder Ben Tatta.<\/p>\n

With the addition of Inscape data, 605 can measure more than 20 million households\u2014slightly less than 20% of the TV viewing universe\u2014in a further move away from panel-based research methodology.<\/p>\n

\u201cWe think that it\u2019s really important for the industry to move to more census-based measurement,\u201d Tatta says in this interview with Beet.TV.<\/p>\n

Among the things that Inscape, which is owned by VIZIO, brings to the table for 605 is helping to fill voids across set-top box and over-the-air and OTT metrics. By combining set-top data with Inscape\u2019s automatic content recognition data \u201cwe\u2019re able to get better cross-screen measurement on services beyond just pay TV.\u201d<\/p>\n

In addition to expanding its national reach, 605 gains faster data processing for its programmer and provider clients. \u201cWe basically get data in near real-time\u201d with a delay of \u201can hour or two\u201d versus \u201cone to three days in general\u201d for set-top box data.<\/p>\n

605<\/a>, started by Dolan Family Ventures, also gets viewing data from Charter Communications cable subscribers, as Broadcasting & Cable reports<\/a>.<\/p>\n

Asked about audience duplication from the company\u2019s data sources, Tatta says the duplication \u201cis really essential because what\u2019s interesting about the set-top box data is you\u2019re actually capturing all viewing within the household, or at least what\u2019s running through pay TV.<\/p>\n

\u201cOnly until you have a full view of viewing in the household can you really get a sense in terms of where the viewing trends are,\u201d for example share of consumption between pay-TV and OTT. \u201cOr even just from one room to the next. Even though TV is bought at the household level kind of rolled up, being able to have a line of sight of viewership across all devices in the household is really important.\u201d<\/p>\n

Tatta adds that while advertiser focus on bottom-funnel or sales attribution is \u201cincredibly important,\u201d the industry should not neglect the \u201cenormous contribution\u201d TV makes to upper-funnel metrics, \u201cwhether it\u2019s brand awareness, brand favorability and brand preference. Having a more holistic view of lift across the full funnel we think is really essential.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Television measurement and analytics provider 605 is doubling its national footprint in a licensing deal with Inscape that augments and compliments MVPD data with smart-TV viewing insights. \u201cThe bigger the better in terms of data,\u201d says 605 President & Co-Founder Ben Tatta. With the addition of Inscape data, 605 can measure more than 20 million […]<\/p>\n","protected":false},"author":17,"featured_media":59673,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[5524,5883,5982,6853,7910],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59671"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59671"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59671\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59673"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59671"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59671"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59671"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}