New Deal Provides Unprecedented Census-Level Measurement to Improve Advertising Effectiveness
ESPN has entered into an audience data and analytics agreement with Cablevision Systems Corporation (NYSE:CVC) that leverages the companies’ first-party, census-level audience tuning data to analyze consumers’ viewing habits and preferences. The agreement also applies to the broader Walt Disney Company, which will have the ability to utilize the data to inform ad sales for other networks in the Disney Media Networks Group.
The multiyear deal provides more granular, robust and actionable intelligence based on viewer tuning activity, allowing ESPN to identify new audience segments in order to provide its clients with in-depth campaign analysis that will measure and improve advertising effectiveness. It 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.
“The comprehensive consumer insight from this collaboration will enable us to develop a multiplatform 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, 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.”
About Cablevision Systems Corporation
Cablevision Systems Corporation is a leading media and telecommunications company, serving millions of households and businesses throughout the greater New York area. Providing quality products that keep customers connected, Cablevision offers Optimum-branded digital cable television, high-speed Internet and voice services as well as Optimum WiFi, the nation’s most robust WiFi network. The company recently introduced Freewheel, a new low-cost WiFi-exclusive phone service that provides unlimited data, talk and text. Cablevision’s Lightpath subsidiary is a premier provider of integrated business communications solutions for larger companies. Through its local media and programming properties – News 12 Networks and Newsday Media Group – Cablevision also delivers news and information created specifically for the communities it serves. Additional information about Cablevision is available at www.cablevision.com.
ESPN, the world’s leading sports entertainment company, features more than 50 assets – seven U.S. television networks, ESPN International, ESPN Radio, ESPN.com, ESPN The Magazine, and more. ESPN is 80 percent owned by ABC, Inc. (an indirect subsidiary of The Walt Disney Company) and 20 percent by The Hearst Corporation.
Ana Livia Coelho ESPN AnaLivia.C.Coelho@ESPN.com
Charlstie Veith Cablevision CVeith@cablevision.com