The Independent Streaming Alliance, which emphasises the importance of independent ad-supported streamers and works collaboratively to ensure a healthy ecosystem for them, has proved that its members reach nearly 15% of TV households in the U.S.

“Historically, October and December tend to be big months for beauty EMV, largely due to Halloween and Christmas promotions,” said Alexander Rawitz, director of content marketing at CreatorIQ, Tribe Dynamics’ parent company.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.

The Independent Streaming Alliance, which emphasises the importance of independent ad-supported streamers and works collaboratively to ensure a healthy ecosystem for them, has proved that its members reach nearly 15% of TV households in the U.S.

Paramount has partnered with iSpot.tv, a TV measurement provider, to transact national TV ad campaigns using iSpot’s currency. The metrics will be used across campaigns on Paramount’s media and streaming properties in the US. The broadcaster said the deal grants advertisers “greater choice” in campaign activation and evaluation.

Paramount announced this week that it was going to add iSpot to the list of approved vendors that can be used as currency on its deals. The company joins VideoAmp and Comscore on Paramount’s list of Nielsen alternatives.

On the advertising side of things, according to iSpot.tv, Seinfeld is also a particular juggernaut for Comedy Central. The program has a 22.00% TV ad impressions SOV on the network over the last 30 days, just behind South Park (26.02% impressions SOV) and The Office (26.78%).

Trade orgs, such as the VAB and ANA, are also working on their own panels, although their approaches also differ. The VAB is using ACR plus data from another panel provider (think Kantar or HyphaMetrics as a hypothetical), while the ANA is building an ID it can integrate with alternative measurement providers (like, hypothetically, VideoAmp or iSpot) to identify TV audiences.

“Paramount Global chose iSpot.tv as a currency option for linear and streaming TV in the U.S., with measurement and trading on the measurement company’s data expected to begin in the first quarter,” Ad Age’s Jack Neff reports. “The two companies currently are completing technology integrations to ‘enable fast, seamless advertising transactions inside of Paramount’s proprietary and licensed systems,’ according to a Paramount statement.”

In an effort to quantify and show that value, the ISA enlisted measurement vendor iSpot to conduct a study in June that calculated aggregate reach of eight of the 10 independent streaming services. The results, released Wednesday, found a sizable number of households consume premium video programming from ISA members, with aggregate reach of nearly 18 million U.S. TV households, equaling nearly 15% of the country.

As the brand has grown, it takes a three-pronged approach to its TIkTok strategy. It has its own account that it creates content for and interacts with followers. It also runs paid ads. But a key part is its influencer and creator program — this year, Pair is working with nearly 1,000 creators who get a discount code to share with their followers.

But there were two large ad tech deals in Q3: Novacap’s $600 million acquisition of Cadent and DoubleVerify’s $125 million purchase of Scibids. Plus, a smattering of smaller acquisitions got tossed in for good measure, including iSpot nabbing 605 and Contentsquare’s agreement to buy Heap.

The race to establish a multicurrency marketplace has heated up as of late. VideoAmp last month joined Comscore and iSpot as currencies that received conditional certification by the U.S. Joint Industry Committee. ISpot, which recently received Media Rating Council accreditation for its ad catalog, this week joined VideoAmp and Comscore as alternative currency options utilized by Paramount Global.

The iSpot TV study measured a cross-section of advertising campaigns that ran across ISA publishers and FAST channels in the two-month window of the study. With iSpot TV’s second-by-second ad measurement, a panel of 40 million smart TVs, and exclusive co-viewing capabilities, the study uncovers the significant scale and reach the alliance represents while serving diverse audiences.

The pop star's apparent relationship with Kansas City Chiefs tight end Travis Kelce has only further brightened the spotlight on the movie. According to ad tracking firm iSpot, TV ads for the film ran only a few dozen times as of Oct. 6, including several spots during NFL broadcasts. (A Marvel movie, by comparison, might run several thousand TV commercials.)

Multiple buyers brought up the issue of measurement. Many diverse-owned media companies are not measured by companies such as Nielsen because of costly deals. The fourth buyer said advertisers should increase content creation partnerships with diverse-owned media companies to both up the amount of programming pulling audiences to watch as well as to generate more funds for securing measurement partnerships.

Every weekday we bring you the Ad Age/iSpot Hot Spots, new commercials tracked by TV measurement company iSpot.tv.

Paramount Global this week inked a deal to use currency metrics from measurement vendor iSpot to measure and transact on national TV ad campaigns across the company’s media and streaming platforms in the U.S.

The Independent Streaming Alliance (ISA), formed in June by 10 streaming service providers, is collectively reaching 18 million U.S. households, or 15% of the country, according to a third-party measurement study conducted by iSpot TV.

The results revealed 1.2 billion unique HEM and postal pairs, with email addresses linked to an average of 1.6 postal addresses. Meanwhile, postal addresses were linked to an average of 9.1 emails apiece. That dissonance creates issues when trying to accurately deliver relevant, targeted advertising. Truthset analysis showed that HEM and postal linkages are only accurate 51% of the time (varying between 32% and 69% depending on the provider).