Another effort to change legacy local TV measurement systems now comes as three big TV station groups — Fox, Tribune Media, and Univision — have joined in a venture called NewCoin LLC.
Along with Timeline Labs, NewCoin is a new data venture “aimed at addressing deficiencies in local market television audience measurement.”
The companies say the Dallas market will be used to develop and “beta test” the service before it moves to other locales. The test looks to share insights with the local advertisers for input and development.
Timeline Labs works with media companies and brands to analyze billions of social media messages daily in real-time. Timeline will use technology provided by SeaChange International “to deliver a comprehensive audience management solution.”
For some time, local TV stations have complained about under-representation of TV viewership in their markets. Many groups have added TV viewership metric services from the likes of Rentrak to supplement long-time viewing measurement systems from Nielsen.
“We’re taking a clean slate approach to fix the current ratings system’s inability to measure the full TV audience,” stated Malcolm CasSelle, chief executive officer of Timeline Labs.
Larry Wert, president of Tribune Media, said: “We believe the NewCoin initiative could lead to a much needed accurate and comprehensive audience measurement solution across all platforms.”