Crown Media Family Networks -- which includes
Hallmark Channel, Hallmark Movies & Mysteries, and Hallmark Drama -- has signed an ad-measurement deal with iSpot.tv.
Tom Ziangas, senior vice president, revenue and strategic research at Crown Media, told Television News Daily: “We will be partnering with our advertisers/marketers to show the reach and attention our audience brings to brands via iSpot TV data and reporting.”
Crown Media will not be using iSpot.tv as the basis for a new “currency” when it comes to inking media deals with marketers, according to executives close to the company.
Ed Georger, executive vice president of ad sales and digital media at Crown Media, said in a statement that the deal will offer insights on the real-time performance -- second-by-second measurement tracking attention -- of commercials on its networks.
During the big fourth-quarter season of holiday programming -- where Hallmark Channel typically sees soaring viewership -- data from iSpot.tv showed Hallmark Channel delivering the most household ad impressions of any cable network on TV, with 5.26% of 90.6 billion verified ad deliveries.
In January, NBCUniversal named iSpot.tv a “certified” measurement partner, in an initial effort to test new currencies for cross-media consumption, reach and impressions metrics.