Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has expanded its industry-leading passive measurement panel to cover 35 Designated Market Areas (DMAs) across the United States. TVision is now in more DMAs than any other person-level TV and CTV measurement company.
“We have always maintained a highly accurate, census-backed, demographically representative, passive meter panel,” explains Yan Liu, CEO of TVision. “ With the addition of ten new DMAs, including smaller and more rural areas, networks and brands now know that the viewing behaviors of every American are reflected in our data.”
TVision’s panel includes approximately 14,000 people across 5,000+ households, and has collected more than 24 billion seconds (and counting) of viewing across both linear and CTV. As a passive panel, TVision reports industry-leading in-tab rates well above 95%. TVision second-by-second data includes attention and viewability metrics.
CBS, America’s most watched network, supports TVision’s panel expansion. “We encourage all “big data” suppliers to use panel data to calibrate big data. It’s essential that all our viewers, including those in remote or more rural areas, are accurately represented,” said Radha Subramanyam, Chief Research and Analytics Officer at CBS. “TVision’s expanded panel provides us greater insight of viewer behavior across both major metropolitan areas and smaller counties.”
"We applaud TVision's continued investment in innovation and especially their focus on harder to measure rural areas," said Stuart Schwartzapfel, EVP of Media Partnerships at iSpot.tv. "We're encouraged by how much our media partners and brand customers are leaning in on the use of big data and next generation technologies to get much more specific about how many people are watching, where and when."
The new DMAs within TVision’s panel include: Buffalo, NY; Cincinnati, OH; Dayton, OH; Hartford-New Haven, CT; Louisville, KY; Memphis, TN; New Orleans, LA; Oklahoma City, OK, Pittsburgh, PA; and Tulsa, OK.
About TVision
TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.
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