TVSquared teams with NBC/Telemundo stations on TV attribution | Infrastructure | News | Rapid TV News
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In a partnership said to represent the world’s largest attribution rollout for local broadcast advertisers, NBCUniversal owned TV stations and NBC Sports Regional Networks (RSNs) have formed a partnership with TV attribution provider TVSquared.

TVSquared 22Oct2019The deal, effective immediately, is designed to enable all 42 NBC and Telemundo owned stations and nine RSNs provide advertisers in every market covered by the stations and RSNs with a same-day view into how their linear and digital TV campaigns are directly impacting business outcomes.

The local TV attribution solution used by all NBC and Telemundo owned stations and the RSNs is powered by TVSquared’s always-on analytics platform, and provides advertisers with proof of performance. With the real-time analytics, advertisers can match ad exposure to real-world business outcomes that quantify TV’s immediate impact, including website traffic, app engagement, search, SMS/phone activity, and actual sales. Live, actionable insights can be used optimise performance and inform schedule changes for maximum ROI.

“In the past 12 months, we’ve made several enhancements to the way our sales teams do business to help us showcase the power and reach of local TV,” noted Frank Comerford, chief revenue officer, NBCUniversal owned television stations. “From measuring ad campaigns through impressions and through multiple currencies, to now providing our clients with same-day attribution, the tools at our disposal will help our ad sales teams better serve advertisers/clients, while allowing us to stay on the vanguard of our rapidly changing media industry.

“This initiative is monumental for the local media space because, not only does it provide transparent proof of performance to advertisers, but it also unifies the measurement of linear and OTT buys in a single platform,” added Jo Kinsella, chief revenue officer and EVP, TVSquared. “Brands and agencies working with NBC/Telemundo owned stations and RSNs have the timely, actionable performance insights needed to maximise the business impact of campaigns across both linear and digital TV.”