TV's Data-Fueled Ad Sales: Finding the Signal in the Noise
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Ahead of this summer’s annual upfront bazaar for ad time in the new TV season, nearly every network group was hawking new data-driven targeting products, upgrades to previously released audience optimization technology and opportunities for marketers to move beyond traditional Nielsen guarantees.
Both Fox Networks Group and NBC Universal said they were ready to strike deals with advertisers using metrics that weren’t based on Nielsen age and sex demographics; Viacom introduced five products designed to make audience buying more accessible to a broader pool of marketers; and Discovery Communications announced its own data and analytics platform.
It was a strategic move by network groups, which have been looking for ways to make themselves more valuable amid sagging ratings and to offer alternative metrics while the industry awaits more comprehensive, cross-platform measurement by Nielsen. And it seemed an opportune time because the marketplace was in their favor as more marketers shifted dollars back to TV.
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