• by Wayne Friedman , June 10, 2020

Vizio’s smart TV data company, Inscape, is expanding its sample base to 15 million Vizio smart TV sets in the U.S. -- up from the 10 million it announced in January 2019.

As part of this, Inscape also says it has created a product called National Representative Panel, produced with data analytics company Dativa, that will now include demographic and targeted breakdowns of data.

Previously, marketers had to match their own in-house consumer targeted data with Inscape’s smart TV household data -- information that comes from automated content recognition (ACR) technology, which reads pixels on a smart, internet-connected device screen.

Tom Weiss, chief technology officer/chief data scientist of Dativa, says that it has been difficult “to create a dataset that is both granular enough to represent viewing in a fragmented TV landscape, and that accurately represents the broad range of demographics and targets that advertisers are interested in.”

Inscape says this new panel uses anonymous consumer data from sources to make Inscape data representative across a broad set of consumer and household attributes. 

With its new sample size, Inscape also extends local affiliate attribution of major broadcast stations to all 210 U.S. local markets. Users will gain more local TV data as well as greater insights into smart TV sets on connected devices, apps or otherwise.