• by Wayne Friedman , May 4, 2018

Ramping up their upfront TV efforts for advertisers, TV networks continue to pursue “business outcomes” attribution metrics for ad clients.

NBCUniversal has announced an expansion of its measurement efforts with iSpot.tv, the real-time analytics company, for NBC’s Audience Studio clients.

NBCUniversal clients can access real-time dashboard reporting on how TV ad exposures are driving viewers to its website, app or other digital activity, as well as the lift provided by the Audience Studio-optimized campaign vs. non-optimized portions. 

Under the terms of the new deal, existing iSpot clients may choose to use NBCUniversal Audience Studio measurements -- which will show the lift in conversion rates of NBCUniversal Audience Studio-targeted units compared to baseline conversion rates.

For non-iSpot clients, NBCUniversal will offer the service as part of its Audience Studio to show the improvement in business outcome. Audience Studio provides advanced targeting and automation deals for marketers.

NBC says this will be available for all its broadcast and cable networks for the 2018-2019 Upfront Ad marketplace.

This week, A+E Networks, as part of an ongoing deal with Data Plus Math, a TV attribution company, will offer cross-screen platform attribution metrics to marketers -- possibly guaranteed deals on those measures -- for advertisers for the upfront TV market.

For three years, iSpot.tv, has been working with NBCUniversal as an attribution analytics partner of NBCUniversal’s Advertising Sales and Client Partnerships division.

A proprietary Automated Content Recognition (ACR)-based measurement system, iSpot tracks TV advertising activity at scale and in real-time. The ACR platform has a panel of 8 million from Vizio’s Inscape business unit.