Research comes from 3.5 million homes — about half of the New York designated market area. The companies say the data analysis is “aggregated, de-identified” and designed to help marketers with more granular TV viewing that cannot be obtained by traditional TV metrics.
The report finds that nearly three-quarters — 74% — of TV tuning occurs outside of prime time for New York City-area cable customers. The study also says, on average, TV homes tune into 25 networks per month, with 90% of the tuning coming from 100 networks.
“Since introducing our census-level audience data early last year, we have seen significant growth in demand for more granular audience measurement and analytics,” stated Ben Tatta, president of Cablevision Media Sales.
Joan Gillman, COO and executive vice president of Time Warner Cable Media, added: “As viewing habits continue to evolve, our clients need increasingly sophisticated data and analytics to inform their marketing decisions.”