Wondering what ratings may look like in the future for viewers that tune to NEXTGEN TV stations using ATSC 3.0 digital broadcast signals that have embraced the Run3TV platform designed to mimic a smart TV app?
The first such data is on the way, thanks to a partnership with audience measurement firm TVision.
TVision has carved a path in the competitive video consumer data space by measuring TV viewing by the second; its panel offers both viewing and attention insights.
With the newly forged partnership with Run3TV, TVision will tap into its panel of approximately 5,000 U.S. households representing more than 14,000 consumers.
As RBR+TVBR has reported over the past several years, Run3TV acts like a smart TV app. For example, when a consumer tunes to an ATSC 3.0 signal for a station such as WDIV “LOCAL 4” in Detroit, Smart TVs that have implemented Run3TV will receive information in the broadcast signal enable the TV to fetch the associated application designated by the broadcaster. That application, and the Run3TV application framework that it runs in, are loaded into the HTML5 browser on the TV and the TV presents the app to the consumer.
The result: a navigation-based home screen designed to look like the LOCAL4+ app.
Michael Collette, CEO of Run3TV, commented, “We plan to use this information to improve broadcasters’ understanding of the audiences they are reaching, to better understand the viewing time ‘lift’ generated by Smart Broadcasting capabilities such as ‘Program Re-Start,’ and to measure increases in attention metrics from Enhanced TV content applications built by our broadcasters and powered by the underlying Run3TV application. We may also want to better understand how NEXTGEN TV broadcasting and its more contemporary features attract and retain younger audiences.”
TVision CEO Yan Liu added, “The value of using person-level, second-by-second data is to better understand the audience size and demographics of viewers for both streaming and linear programming. Local stations can better position their inventory of available advertising when they have highly accurate co-viewing, demo, and attention metrics that help validate the real engagement levels for their programming.”
Run3TV can be found on TV stations in some 100 DMAs.
