Two of the top firms in the cable business have joined forces to present the kind of detailed data advertisers have been craving on set-top box viewing. Ad Age reports that the initiative by Time Warner Cable and Cablevision is focusing on the New York TV market.
“The cable operators said they will release a quarterly report based on audience tuning data on more than 300 TV networks, drawn from more than 3.5 million households that represent nearly half of the New York designated market area,” the story reports.
The report notes: “Advertisers are increasingly looking to target TV audiences more precisely than the standard age and sex demographics allow. Time Warner Cable and Cablevision said their new advertiser data is designed to provide detailed insights about New York TV viewing that cannot be garnered from traditional measurement methods.”