Data accuracy is more important than ever now that we are experiencing a generative AI boom. According to Truthset’s Benchmarking Study fielded in 2022, accuracy for Hispanic, Black, and Asian US audiences have a data accuracy of 83%, 80%, and 57%, respectively. This means that businesses, and most likely, artificial intelligence, are using data that is not fully reliable or representative of Multicultural audiences to make business decisions, and in the case of AI, the biased data is used to reinforce machine learning.

Personalization is one of the most important aspects of a successful holiday customer engagement strategy. And our partners at Wunderkind — specialists in helping brands deliver personalized experiences through owned channels — agree:

Today, the main @NatGeo Instagram account currently counts 283 million followers, while its main @NatGeo TikTok has 2.2 million. According to Tubular Labs data, year-to-date, National Geographic has accumulated 313 million views and posted 1,264 uploads to TikTok, up from 150 million views and 677 uploads in 2022. And monthly views on TikTok increased from 8.2 million in October 2022 to 96.7 million so far in October 2023.

TV-ratings stalwart Neilsen is developing ways to measure audiences across multiple platforms such as connected television, and it also faces more competition from startups such as Comscore, EDO, iSpot.TV, Samba TV, TVision and VideoAmp.

Welcome to our weekly snapshot of TV by the numbers, highlighting the most-watched shows and networks for October 23-29, with insights from Inscape, the currency-grade smart TV ACR data provider and data technology division of Vizio. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching).

Djalal Lougouev, President & Co-Founder of Ometria, joined Verne Tremble, Senior Director of Marketing and Communications at Wunderkind for an episode of Wunderkind’s Individuality Unleashed. To watch Djalal and Vern in action, check out the podcast here. Or if you’re more of a reader, here are the key takeaways from the session with Djalal and Vern.

Wunderkind is a cutting-edge platform that combines customer identification, artificial intelligence (AI), and machine learning to provide businesses with valuable consumer insights. With its advanced technology, Wunderkind assists businesses in leveraging their website traffic by identifying significant customer profiles and facilitating the conversion of leads into loyal customers.

Sway Group has used Creator IQ for any non-manual vetting of our influencers, per Wiley, adding that Creator IQ has used AI tools for years to help vet for fake followers or potential fraud. The shop has also had conversations with Cipio.ai about how to incorporate more AI into its discovery process.

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

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

Features that improve advertisers’ ability to better target, measure and attribute will allow Disney+ to better compete for ad dollars in a crowded streaming marketplace. Netflix in May used its first upfront presentation to announce new ad options and partnerships with Nielsen and EDO around measurement, while Amazon added VideoAmp and iSpot as measurement partners during its NewFronts presentation.

Earlier this month, Paramount revealed it had partnered with cross-platform TV measurement company iSpot for a new currency integration. The collaboration allows the companies to measure and transact national TV advertising campaigns with iSpot’s currency across Paramount’s media and streaming platforms.

Intrusive ads that disrupt consumers’ browsing experiences or shopping journeys risk lower engagement and, crucially, lost conversion and sales opportunities, according to research from Wunderkind, a performance marketing channel that scales one-to-one messages for retailers and brands.

Wunderkind’s survey further revealed that 91% of shoppers will not buy from brands that run intrusive ads. Another study conducted by Bulbshare showed that disruptive advertising prompts 99% of Generation Z consumers to frequently skip ads, while 63% of online shoppers use ad blockers to avoid them altogether.

According to a report by TVREV, local broadcast stations’ major attractor is local news. “As the research we did with Publishers Clearing House shows, local TV news is still very popular with consumers, and a sizable percentage would be upset if it went away.”

September marked the return of NFL action, and with it, larger U.S. audiences for the league’s TV rights holders on social video. As part of their monthly Audience Ratings product, Tubular Labs released its latest U.S. viewership trends from September – giving insight into deduplicated, unique viewership and minutes watched of trending video categories, creators and more across YouTube and Facebook.

“With audience migrations, the surge in streaming, the unpredictability of TV seasons and escalating sports rights costs, the TV landscape is being reshaped by disruptive forces,” iSpot.TV says. However, against these changes, there is one constant.

The opt-in feature allows creators to share more granular insights about Public Stories, Saved Stories, Spotlights, and Audience Insights. Notable API partners like Captiv8, CreatorIQ, and Influential will integrate this data into their services.

Cable and broadcast news surged in September 2023, as U.S. audiences tuned in to stay informed – but also for less newsworthy fodder as well, according to Tubular Labs.

While school starting again usually means a dip for individual creator video viewers and minutes watched – and it did for the overwhelming majority of creators in September 2023 – there were some exceptions to that rule. According to Tubular Labs Audience Ratings, Kids Diana Show stood apart from others, as one of just three of the top 20 U.S. creators (influencers) to increase domestic minutes watched month-over-month.