In an announcement, Paramount Global and TV measurement provider iSpot.TV stated that they have reached an agreement to use iSpot currency measurements to measure and transact national TV advertising campaigns across Paramount’s top media and streaming platforms in the U.S. Technology interfaces between the two businesses are now being finished to allow quick, seamless advertising transactions inside Paramount’s systems and licensed systems. Given the longstanding relationship between the two businesses, the announcement is a logical progression. Beginning in the first quarter of 2024, Paramount is anticipating measuring and conducting business using iSpot data.
Paramount chooses iSpot.TV for currency measurements
Collaboration between Paramount and iSpot has fostered market innovation for almost a decade. It has enabled new attribution models to focus attention on metrics and business. Additionally, it provides outcome capabilities that allow effective and transparent measurement and monetization of fragmented viewership. By utilizing the best measurement data and cross-screen capabilities, Paramount will be able to give its clients greater insight and options in the activation and evaluation of campaigns.
iSpot Unified Measurement
The connection includes the application of iSpot Unified Measurement, which combines linear and streaming viewing into a single cross-screen metric. Measurements by channel, publisher, and service type are made for on-target and incremental reach, ad frequency, and linear and streaming overlap. The agreement is part of Paramount’s continued commitment to work with businesses that are introducing novel and sophisticated measurement methodologies in support of a future with many currencies.
Currency measurements alternatives
NBCUniversal has helped iSpot become a recognized national currency. Additionally, it will start with Amazon Prime for “Thursday Night Football.” So far among the Nielsen alternatives, competitors Comscore and VideoAmp have acquired broader currency status. Both currencies are recognized by Fox Network, TelevisaUnivision, and Warner Bros. Discovery. The Joint Industry Committee (JIC) granted conditional certification to the three alternatives last month. It is unknown whether Nielsen’s big data plus panel product will be made available to Paramount as a currency alternative. As a probable first step toward a more extensive MRC examination of its data, iSpot also gained Media Rating Council accreditation last month for its ad catalog.
The Joint Industry Committee
The JIC was established around significant TV media sellers and launched in January 2023. Several media agency groups afterward joined it. The JIC intends to offer substitutes for Nielsen measurement, which has been utilized for decades by both buyers and sellers of currency.
Here’s what they said
John Halley, President of Paramount Advertising said,
Paramount has taken the lead in accelerating new measurement and currency enablement because the future of our industry depends on it. We are committed to supporting all new currency providers certified by the U.S. Joint Industry Committee, and we look forward to bringing greater transparency and flexibility to the way TV is transacted and measured. Our partnership with iSpot helps facilitate that goal.
Sean Muller, iSpot CEO and Founder added,
At the heart of new currency initiatives are ad buyers making more sophisticated investment decisions based on faster and more accurate cross-platform measurement. To its credit, Paramount has long been among the leaders of the marketplace with its investment in infrastructure, its willingness to transact on advanced audiences, and its embrace of new forms of measurement that better quantify the effectiveness of advertising.