• by Wayne Friedman , November 1, 2023

Another TV network group, Hallmark Media, has added VideoAmp as a “currency’ to make deals for advanced audiences and demographic guarantees.

A year ago, VideoAmp said Hallmark Channel posted the best cable TV network results for its holiday season of programming in the fourth quarter for households with persons 18 years and older -- as well as being tops among viewers 18-49 and 25-54, females 18-49, and females 25-54.

VideoAmp says this ranking excludes broadcast, news, sports and kids’ networks.

Last month, Allen Media Group’s The Weather Channel completed this year’s upfront TV media buying using VideoAmp data as its exclusive currency, claiming to be the first media company to do so.

In October, the Dentsu media agency group said it struck deals with seven major media companies with its own proprietary media allocation system.

The media agency plan is to integrate Dentsu's audience databases -- Merkle's Merkury and M1 audience profiles -- into a new market currency where it could negotiate guaranteed schedules with TV networks using VideoAmp's audience estimates as its transactional currency.

In March, Warner Bros. Discovery said it would offer VideoAmp as a currency for advertisers across its linear inventory and data-driven advanced advertising deals for upfront TV buys the 2023-2024 TV season.