TV Measurement Company 605 Offers Latest TV, Cross-Platform Currency
- by Wayne Friedman , December 14, 2021
TV, cross-platform measurement company 605 is the latest to offer a “currency” alternative for media deals made between networks-publishers and marketers.
The effort, called 605 Exchange, comes from the company’s existing measurement tool used by programmers, media agencies and brands.
The 605 Platform takes in over 1.2 billion audience and advertising metrics daily across “thousands of networks and affiliates” from 22 million U.S. homes from more than 200 U.S. markets.
It hopes to replace Nielsen's dominant TV currency system.
Kristin Dolan, CEO-founder, stated there can be a “capacity for multiple currencies in the marketplace. We want to provide optionality to programmers and agencies, based upon and reinforced by the rigor and scale of our data, analytics and science-based processes.”
The company says the 605 Exchange will initially be made available to its Open Partner Program participants as a "tracking" currency in 2022, in time for the TV upfront advertising market, which starts in May/June.
Dolan reportedly said the company was spurred by Nielsen losing its accreditation from the Media Rating Council, due to undercounting during the initial wave of the COVID-19 pandemic.
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Wayne. Only 22 million homes "measured"? What about the rest of the homes? I've decided that the only way to measure TV as well as cross "platform" viewing is by covering everybody in the U.S.---that's 123 million TV homes and, maybe the others as well. Yep, a "census" approach ---that's the ticket. And not only will we track all devices anywhere they are used, we will add attentiveness so advertisers will know that their commercials are seen. Still working out the details and, also, how this can be funded but if the TV networks agree to our proposals---when we offer them---we might become the "currency" for next year's upfront. Stay tuned. These are exciting times.
Silly old me. I thought it was people that watched TV and not homes.
Not homes, John, devices. They are the audience---smartsets, smartphones, tablets, etc.---not those difficult- to -monitor humans.
Gosh, I have so much to learn.
ANalysing the raw data, apparently the three heaviest viewers names are Siri, Alexa and Cortana.