605 expands US TV ad dataset with Inscape
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Editor
| 28 March 2019

Expanding its measurement footprint to more than 20 million households covering all 210 designated market areas in the country, data analytics company 605 offer now includes Inscape viewing data.

The company says that the announcement strengthens its census-based national dataset by adding data from the wholly-owned subsidiary of VIZIO and leading provider of automatic content recognition (ACR) technologies and cross-screen metrics, to supplement 605’s set-top-box viewership information.

605 adds that it is now one of the few within the industry to capture and measure both set-top-box data—boasting one of the industry’s largest matchable television datasets—together with other sources of TV viewership data, such as over the air (OTA) and basic over-the-top (OTT) viewing data from Inscape’s more than 10.5 million smart TVs.

“From a historical standpoint, sample sizes within the industry have been small and consumer behaviour is constantly changing, creating a void in measurement that is large and growing,” said Colleen Moraghan, senior vice president, data solutions at 605. “By expanding our viewing data with Inscape, 605 now has a combined set-top-box and ACR-based viewing dataset that few can rival.”

“The Inscape smart TV viewing dataset provides a massive volume of granular data that can be matched against other data sources and used for TV measurement, attribution, and reporting,” added Greg Hampton, vice president, business development, Inscape. “It is important to have a relatively even distribution of these connected smart TVs across the nation’s demographic and geographic make-up, and our partnership with 605 allows them to be more effective and accurate with their analytics and measurement products and services.”