ISBA, Samba TV, Kantar and Comscore work on TV measurement

The agreement will see Origin launch a proof-of-concept test to use deterministic television data from Samba TV’s automated content recognition technology.

The first stage will use Samba TV’s first-party viewership data to represent and capture TV viewing behaviour across linear TV, broadcaster video-on-demand (BVOD), subscription video-on-demand (SVOD) and connected television (CTV).

These tests, conducted in partnership with Comscore and Kantar Media, will identify data accuracy under lab test environments, Origin said.

Origin will then work with both Comscore and Kantar Media on stage two and three across the first half of 2024, which will aim to allow Kantar Media to create personification models that can be applied to up to one million TV sets in the UK.

This latter data will be managed by Comscore, which will allow Origin to measure BVOD services and provide a foundation for enhanced TV ad audience measurement across linear TV services and CTV too.

Joe Lewis, research lead at Origin, said: “TV measurement has, for the most part, been a panel first approach, which has largely served us well.

“But, if we are ever to offer marketers the ability to really understand the true power of TV delivery, then harnessing real granular deterministic and second-level data that we can tie to outcomes, has to be on our roadmap.”

Phil Smith, director general at ISBA, said: “The Samba TV tests and developments are a first step in answering our needs for measurement, especially with regard to television which should be ubiquitous across all types of content on the screen.

“CTV is an ever growing and important channel within the media plan, and having such powerful data sources at the heart of the Origin service will truly help us understand the contribution of that channel over others.”

Ashwin Navin, chief executive and co-founder at Samba TV, said: “Samba TV is proud to collaborate with ISBA, Kantar Media and Comscore on Origin. Our extensive data and large panel will empower advertisers with greater confidence, precision and rigour to understand and reach valuable audiences across screens, platforms and channels.”