announce they have partnered to provide advertisers and media companies with the most comprehensive cross platform audience analysis solution available for evaluating the correlation between television viewership and online activity. The announcement was made during the Advertising Research Foundation's Audience Measurement 4.0 conference in New York, which runs from June 23-24.
The primary differentiator of the new cross-platform solution is the size of the available TiVo/Quantcast sample, 35,000 households total. An innovative combination of data from TiVo's Power||Watch ratings panel and Quantcast's unique direct measurement offering will allow better evaluation of advertising effectiveness, cross platform media consumption, and programming affinity by producing TV and online media consumption and activity reports on an unprecedented level. TiVo's Power||Watch ratings service delivers second-by-second program and commercial ratings data with demographic segmentations for 35,000 TiVo households who have volunteered to take part in a "passive" consumer panel. Quantcast solutions are already widely adopted in the marketplace to interpret audiences for over 10 million web destinations and enable media companies and marketers to directly measure activity across brand websites and online advertising campaigns. By creating an anonymously joined sample, TiVo and Quantcast will revolutionize cross-platform audience analysis by providing marketers with the ability to control and self-define the actions against which to evaluate media consumption, and a sample large enough to deliver actionable insights.
Key features include:
- Overlap Analysis: combined versus independent reach/frequency/ of television and Internet advertising
- Downstream Behavior: how does television and web ad exposure influence downstream Internet behavior (i.e. "were people who viewed my TV ad more likely to visit my website?")
For Media Companies:
- Overlap Analysis: consumption of video content, TV-only versus Web-only versus combined
- Downstream Behavior: how does television viewing influence/predict Internet video viewing behavior, and vice-versa
The single-source cross platform media analysis solution is expected to launch this summer.