TV advertisers crave data—and Viacom is about to give them access to a lot more of it. In a new partnership with TiVo, Viacom will be able to use TiVo data from set-top boxes in 2.3 million households to boost Viacom Vantage, its data tool which allows advertisers to target their buys based on consumer habits.
TiVo Research and Analytics
In what may be the most cogent argument for the adoption of the C7 ratings currency, TiVo Research on Monday revealed that broadcasters beholden to the dated C3 metric are leaving hundreds of millions of dollars in ad sales revenue on the table.
Who knew that It's Always Sunny in Philadelphia would be the top show in Washington, D.C., for reaching independent voters? Or that Ugly Betty in Miami, Heartland in Las Vegas and My Name Is Earl in Denver would also be fertile ground for independents?