The measurement tool combines data from smart TV ACR (automated content recognition) data and set-top-box TV home viewership data across more than 39 million TV homes.
VideoAmp says this will improve inconsistencies and limitations of using a single data source -- as well as using traditional average minute commercial viewer measurement which gives all commercials within a program the same rating. Second-by-second measurement gives results for each advertisement within a program or event.
In a release, Tony Fagan, chief technology officer of VideoAmp, says “average commercial minute is a compromise the industry has had to make due to a lack of fidelity in panel-based measurement.”
Video Amp’s second-by-second measurement platforms offer insights including commercial index; impressions; frequency; average commercial audience; average program audience; advertiser reach; incremental cumulative reach and total viewers.
Throughout this year, VideoAmp has partnered with major media publishers -- as well as six large media agency holding companies -- for new currency measurement trials. This includes Paramount Global, Warner Bros. Discovery, and TelevisaUnivision, and others.
This comes as a number of new measurement providers are vying for prominence in terms of data to be used as the basis or “currency” for buying and selling TV/media advertisements -- especially among the big TV-based media companies.