Cablevision has entered into a multi-year agreement with ESPN and Disney regarding addressable advertising data.
ESPN will have access to the census-level audience data from Cablevision’s set-top boxes. The census-level data analyzes consumer viewing habits and preferences.
ESPN parent Disney will also be able to use the data for advertising purposes for its other networks.
The agreement will combine Cablevision’s on-channel audience data gathered from close to 7 million set-top boxes in New York with ESPN’s off-channel video scale. ESPN’s database includes data from over 40 million users.
Cablevision recently announced a data-driven tool that allows ad agencies to program linear TV ad campaigns based on audience data.
https://www.cedmagazine.com/news/2015/04/cablevision-offers-tool-for-targeted-ad-campaigns
All the audience data will be maintained on an aggregated and unidentified basis.
The agreement was announced yesterday during ESPN’s upfront presentation in New York, and Ad Week initially reported the story on Monday.
Ed Erhardt, ESPN’s president of global customer marketing and sales, said, “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.”
Cablevision’s president of media sales Ben Tatta said, “We have seen the impact of census-level audience data on advertising measurement and effectiveness first hand – it is truly transformative . . .”
