4A's SET TOP BOX SURVEY RESULTS - American Association of ...

Launch of addressable advertising services by creating and managing advanced
analytics based on RPD from DIRECTV addressable advertising platform
Launch of first interactive program guide analytics by analyzing RPD tuning data
to IPG content on behalf of Rovi
Benefit Summary
1. Networks/Channels:
Implement the best programming and promotional strategies based on
second-by-second audience behavior patterns.
Maximize advertising sales opportunities: improve sales team’s
prospecting and accountability with current clients.
Stable, consistent ratings for all media outlets, especially previously
unreported networks for small, digital and HD networks.
Program & commercial pod performance
2. Agencies and advertisers:
Develop cost-effective media buying/planning strategies — measure
advertising campaign’s effectiveness and Return on Investment (ROI)
based on second-by-second commercial ratings and DVR playback
patterns.
Integration of DIRECTView with third-party or proprietary databases to
allow for customized reports on tuning behavior.
Custom metrics — set retention metrics to evaluate commercial
avoidance, creative wear-out levels and audience flow.
Kantar Media Audiences operates a variety of RPD databases. We do not directly own
the raw RPD, but we do own the derivative product analyses, reports and insights. We
currently offer syndicated services from our partner platform data providers, DIRECTV
and Charter Communications. The data are derived from the STBs enabled with audience
measurement software, with second/second tuning detail by source.
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