Understanding audience behaviours has never been more important in optimizing the value of media. Advertisers, agencies and publishers need audience behaviours reported at a granular level. This requires collecting data at scale, increasing the depth of television audience measurement solutions. Numeris is meeting this need with the launch of its hybrid television audience measurement: Enhanced TAM (Television Audience Measurement).
An important element of our Video Measurement solution, Enhanced TAM is the result of incorporating Return Path Data (RPD) from Set-Top-Boxes (STBs) with pre-existing TV data; more specifically, calibrating Numeris TV Panel viewing data with STB data from Canada’s largest cable companies. Working with large datasets significantly improves our ability to capture the total television viewing landscape with more precision.
Enhanced TAM improves the completeness and stability of linear television measurement:
- Provides more precise and stable audiences
- Mitigates zero ratings estimates
- Allows program-level audience estimates for niche and/or spill stations for which these are not currently available
- Helps understand the complete broadcast TV landscape by reporting US spill and unencoded stations that are currently not available
- Expands the opportunity for qualitative targeting
- Improves Reach and Frequency tools
- Sets the foundation for stable Ad Measurement
Available as a separate dataset for now, Enhanced TAM data
will strengthen as the National sample increases over time.
Reach out to our Client Solutions team to learn more about this groundbreaking
and innovative product, including how you can get access to this new dataset.
Glossary of Terms
To help with clarity and context around frequently used terms about Cross-Platform, Cross-Media audience measurement solutions, visit our Glossary of Terms.
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