NEXTGEN TV Measurement Arrives From 605


A next-generation TV measurement and audience analytics tool for national TV networks, advertisers and agencies that allows customers “to move beyond the existing limitations in measurement to analyze all time-shifted viewership across live, DVR and set-top-box video on demand has been launched by 605.

The independently owned TV measurement and analytics firm’s new “605 PLATFORM” is a web-based application that enables advanced measurement and analysis of TV programs and advertisements across the linear and MVPD-delivered platforms.

As 605 sees it, the platform “capitalizes on 605’s multi-source TV dataset comprised of set-top box and smart TV viewership data covering more than 21 million households in the United States that is aggregated, anonymized and privacy compliant.”

Datasets can be combined and matched with clients’ viewership data.

“Using what 605 describes as an Identity Layer (or the highly specific attributes of the 21 million households it measures) 605 PLATF0RM users can select, activate and target first- or third-party audience segments or datasets,” the company notes.

The news came hours before the start of a CIMM cross-platform measurement summit in New York.

As 605 sees it, 605 PLATFORM allows customers to “bring your own” viewership data and combine it with its proprietary data in a “clean room.”

“The power of combining these sources allows the market to advance towards census-based measurement and analytics using the largest independent TV viewership data source in the industry,” 605 says.

“We created a solution that addresses the challenges posed by increased time-shifted viewing of more niche content across a multitude of devices,” said Noah Levine, Chief Revenue Officer at 605. “605 PLATF0RM not only answers the question of ‘how many people are truly watching TV content across devices and over time’ but also bridges data-driven linear with addressable and cross-platform insights. We are delivering a currency grade view of the traditional TV ecosystem that makes it actionable in ways that were never before possible.”

The 605 PLATFORM is designed to complement other measurement tools. “This will allow networks, advertisers and agencies to easily access second-by-second viewing information and activate anonymized data at the household level,” the company notes. “As a result, users can better understand and target specific audiences while eliminating the need for look-alike modeling that reduces accuracy during the data activation process.”

The 605 PLATF0RM will be initially piloted by MVPD and digitally focused entities Discovery and AMC Networks – both of which have agreed to become the first official programming clients to use 605 PLATF0RM; it will thereafter be available to other interested 605 clients.