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ESPN will announce a first-of-its-kind data deal with a cable TV provider at its upfront presentation tomorrow.
The agreement combines audience data from Cablevision, the primary pay TV provider in New York's outer boroughs and suburbs, with ESPN viewing habits. Advertisers will be able to see how long ESPN's audience spends on a particular sport and the time of day they're most engaged.
"We kind of mutually said, 'What if we were to marry both of these?' It would be a first," said Ed Erhardt, ESPN's president of global customer marketing and sales.
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