Nielsen and its competitors are increasingly using big data from set-top boxes and smart TV sets to measure viewing. The methodologies for using big data–including Nielsen’s–have not been accredited by the Media Rating Council, which provides the seal of approval to TV measurement systems.

The Advanced Advertising Summit panel Measuring Results looked at the latest ways to measure campaign performance, from counting impressions to determining return on investment.

A campaign submitted by iSpot for Consumer Cellular won the Advanced Advertising Innovation Award for Best Use of Multiple Platforms, a campaign submitted by Magnite for Travel Texas won the Advanced Advertising Innovation Award for Best Definition of a target market and a campaign for Ken Ganley Kia in New Port Richey, Florida, won the Advanced Advertising Innovation Award for Best Use of Data.

Previously, it was announced that a campaign submitted by iSpot for Consumer Cellular won the Advanced Advertising Innovation Award for Best Use of Multiple Platforms, a campaign submitted by Magnite for Travel Texas won the Advanced Advertising Innovation Award for Best Definition of a target market and a campaign for Ken Ganley Kia in New Port Richey, Florida, won the Advanced Advertising Innovation Award for Best Use of Data.

More evidence that streaming has become the dominant way people are consuming video comes from Inscape, the data unit of smart-TV maker Vizio. Inscape said that in the second quarter, streaming’s share of viewership hit 53.8%, up 2,9% from 50.9% in Q2 2022 and a 44.1% share in Q2 2021.

A campaign submitted by iSpot.TV for Consumer Cellular won the 2023 Advanced Advertising Innovation Award for Best Use of Multiple Platforms. The award will be presented at the Advanced Advertising Summit on September 11 in New York.

iSpot has hired Leslie Wood as chief research officer, overseeing the data-science department responsible for TV and video measurement products. She had been chief research officer at NCSolutions, previously known as Nielsen Catalina Solutions.

At GroupM, Karen Chan promotes a holistic approach to the evolution of TV and video across teams, departments and agencies. She helps to bring in new ideas and processes, including continuous play, tech and data platform partnerships, alternative currency measurement and internal communications/partner marketing.

In her new job at iSpot, one of the companies challenging Nielsen’s dominance of the media measurement business, Wood will oversee the data science department responsible for TV and video measurement products and find new approaches to cross-platform measurement and currency.

“At Vizio, we are committed to driving innovation and what is possible with Smart TVs and that means moving beyond video and looking at what’s next with the biggest screen in the home,” Vizio group VP, Platform Contents & Partnerships Katherine Pond said.

A campaign for used-car shopping site DriveTime, submitted by iSpot.tv, won the Advanced Advertising Award for Best Use of Data. Using user-level data, DriveTime boosted return on advertising spending by 26% compared to the prior year. It was able to achieve a 15% decrease in spend, a 6% increase in media cost and a 5% increase in media-driven site traffic. DriveTime also had a 90% increase in leads.

iSpot said linear TV ad impressions grew by 5% to 4.21 trillion in the first half of 2023. At the same time, national TV ad spend dropped by 7.4% to $21.6 billion.

The scoring system will be used to evaluate Comscore, InnovidXP, iSpot, SambaTV, VideoAmp and 605, all of which applied for certification by the JIC.

Ryan Reynolds’ Maximum Effort Channel, a partnership with Fubo, will also be distributed on several other streaming platforms when it launches on June 20.

Truthset said that Experian, a leading provider of marketing information, has joined Truthset’s Data Collective.

The Data Collective was launched in 2022 with 20 members. It was established to provide an independent platform for companies to share and benchmark the accuracy of their marketing data.

For three weeks, Vizio users will be able to sample a selection of 16 Peacock series on an exclusive Peacock Preview channel. For a limited time, the Peacock Preview will be featured on the Vizio home screen.

The Price Is Right was the top game show in watch-time from Jan. 1 to May 31, 2023, according to data from Inscape, the currency-grade smart TV ACR data provider and data technology division of Vizio.

When the deal closes, Helfgott will step down as CEO and become a strategic advisor and chairman of the board. He will be succeeded as CEO by Spencer Potts, currently Madhive’s president.

Potts told Broadcasting+Cable that Madhive had only previously raised $7 million and wasn’t really looking for capital. It has revenue of about $125 million and is profitable, with between $40 million and $50 million in earnings last year.

Vizio Ads says its connected TV campaigns can help local advertisers connect with viewers in their service areas.

In a case study, Vizio showed how a utility company was able to build awareness among a very specific audience within its service footprint.

Daytime may not be the new primetime, but at a time when linear viewing is shrinking, new research from iSpot.tv shows daytime programming growing and grabbing a bigger share of viewership.