Gamut has been working with alternate currency provider iSpot since 2020 in an effort to patch some of these measurement holes for local buyers.

Better incrementality measurement and attribution are critical to the growth of local OTT, said Stuart Schwartzapfel, EVP of media partnerships at iSpot, also speaking at the event.

The Dodo is the #1 most-viewed and most-engaged with animal brand globally [source: Tubular Labs, March 2022]. We tell positive, authentic, entertaining stories about animals that make people laugh, cry happy tears, feel ALL the feels, and fall in love with animals. The Dodo is part of Vox Media, the leading modern media company.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company. (Scroll down to watch them all.)

A few highlights: Popeyes hypes its new Blackened Chicken Sandwich. (Ad Age’s Jade Yan has the backstory on the campaign: “How Popeyes is trying to restart the chicken sandwich wars.”) An actor playing a cowboy explains how Tablo, a DVR for over-the-air TV, works. And Made In, the high-end cookware brand, serves up testimonials from pro chefs Matt Horn, Mashama Bailey and Grant Achatz.

The initiative comes after NBCUniversal completed what it says is the largest test and learning process in the industry with iSpot.tv, which consists of 67 advertisers from all major holding companies and 158 brands.

WarnerMedia selected iSpot.tv as well as Comscore and VideoAmp as the three measurement companies for the first tests of its own measurement alternative.

Details: NBCU tapped iSpot as an alternative measurement partner earlier this year.

As we covered earlier this week, iSpot led a funding round in TVision and is working more closely with the panel-based TV measurement company.

NBCUniversal, highlighting how easy it is to use data and technology to enhance advertising for marketers and viewers, said a number of clients are using viewing data from alternative measurement company iSpot as currency for some of their upfront cross-platform buys.

TVision, the company measuring every second of TV and CTV viewer engagement, today announced it closed an investment round of $16mm for the continued transformation and modernization of accurate, person-level panel measurement. The round was led by a strategic investment from iSpot, the real-time TV measurement company and new currency provider, along with continued support from SIG Capital, Accomplice, and Golden Ventures.

Last March, NBCU made iSpot.tv one of its preferred alternative measurement partners for cross-platform "currency" for marketers to use for the 2022-2023 TV season. Others that have received certification include VideoAmp and Comscore.

Let’s unpack one of these restrictions for a moment: Watching a NFL game without a beer ad is extremely uncommon. In September, 70% of beer brand spending on TV commercials went to NFL programming, according to iSpot.tv.

For TVision and iSpot, this will come through an investment deal, merging TVision's panel of 5,000 TV homes (14,000) overall combined with Big Data from iSpot.tv -- the automatic content recognition (ACR) homes it gets from 15 million ACR-enabled smart TV homes via Vizio's Inscape.

On national television, three major crypto companies spent $153.9 million on advertising this year through the end October, $58.1 million of which came from FTX. That is more than triple the $46.2 million the three companies spent during all of last year, the TV ad-measurement firm iSpot estimates.
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Estimates from iSpot showed that crypto brands spent a paltry $3.5 million on TV ads from August through October. By comparison, the sector spent $84.6 million in February.

A new annual survey from CreatorIQ reveals numerous findings around the creator economy, including just how important Instagram Reels have become. According to the report, respondents say Reels are the most effective (most likely to drive engagement/outcomes) content type on Instagram 71% of the time. But just 10% said Stories were, despite also being video-based. Other key takeaways from the video portion of the report:

With the World Cup just days away, Tubular Labs shares data around what soccer social video viewers are shopping for most (which may perhaps give glimpses into the types of brands that should activate around the World Cup’s TV and digital content). Chief among them? Xbox, which leads the way below by Amazon product category, at least in part due to interest in the EA Sports FIFA video game title.

Below is a snapshot of TV by the numbers for the week of November 7-13, highlighting the most-watched shows and networks using glass-level data from Vizio's Inscape, and network and show TV ad impressions insights via iSpot.tv.

Brief by Promax has partnered with Broadcasting & Cable and iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s most-promoted programming ranked by TV ad impressions.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by iSpot.tv, the always-on TV ad measurement and attribution company.

On the measurement front, NBCU has deepened ties with third-party firms like iSpot.tv as it looks for alternatives or complements to traditional Nielsen numbers.

No love lost: This week, measurement panel firm TVision raised $16 million in funding led by Nielsen competitor iSpot as part of its attempt to become a viable alternative. The timing is auspicious: The Video Advertising Bureau (VAB), the TV networks’ industry trade body, is currently in discussions with the Association of National Advertisers (ANA) to create a rival panel similar in size to that of Nielsen that competitors could use—and TVision is poised to become that provider.