Cablevision partners with ESPN on targeted ads
DetailsMichelle Clancy | 13 May 2015
ESPN has entered into an audience data and analytics agreement with Cablevision Systems.
The deal will use census-level audience tuning data to analyse consumers' viewing habits and preferences. The agreement also applies to the broader Walt Disney Company, which will have the ability to use the data to inform ad sales for other networks in the Disney Media Networks Group.
The platform combines ESPN's extensive off-channel video scale, from its first-party database of more than 40 million users, with Cablevision's on-channel census-level audience tuning data from more than seven million set-top boxes in the New York market. All data is maintained on an aggregated and de-identified basis.
ESPN said that it is looking to identify new audience segments, in order to provide its clients with in-depth campaign analysis that will measure and improve advertising effectiveness.
"The comprehensive consumer insight from this collaboration will enable us to develop a multi-platform model that works on a national scale and ushers in a new chapter in the data and effectiveness story for our advertisers," said Ed Erhardt, president of ESPN global customer marketing and sales.
Added Ben Tatta, president of Cablevision media sales: "We have seen the impact of census-level audience data on advertising measurement and effectiveness first hand – it is truly transformative. Bringing together two leading first-party data sets provides advertisers unprecedented granularity and robust intelligence about the unique value of the ESPN impression."
The deal comes shortly after it was revealed that Rentrak's advanced analytical technology will support Viacom's data approach, including the recently announced Viacom Vantage, a data-driven advertising product that gives advertisers the ability to customise the audiences that they want to reach