• by Wayne Friedman , January 8, 2024

Vizio's Inscape smart TV data unit says it can now tap directly into Vizio smart TVs' tuners in every local U.S. market to deliver more granular viewing data of over-the-air TV signals.

Inscape’s "Tuner Data," which will available to clients starting this month, will layer on additional data points collected directly from built-in televisions tuners, supplementing other measurements.  

Inscape says measuring viewership of  local TV stations has remained a “major challenge and a blind spot for the industry,” adding that Tuner Data will especially help in measuring more difficult smaller TV markets.

The company says advertisers can use Tuner Data to optimize local ad spend with granular device-level data and as well as bolstering first-party data.

“For Comscore, having multiple sources of data capture is a key component of our TV measurement approach, which spans across all 210 local markets,” says David Algranati, Chief Innovation Officer, Comscore, in the release. “Incorporating smart TV Tuner Data from Inscape gives Comscore additional views into local station viewing behaviors.”

Josh Chasin, chief measurability officer of VideoAmp, says in the release: “The entire local marketplace will now have access to the highest fidelity data in order to capitalize on the growth potential that CTV brings to the space. Local TV, and especially over the air (OTA) digital broadcast, is one of the most robust spaces in the video ecosystem.”

Inscape derives national and streaming TV data from automated content recognition (ACR) technology in more than 22 million smart TV devices nationwide.