Total TV Measurement has been used with multiple GroupM clients already but was given its official go-to-market launch in June after receiving a stamp of approval from PwC, which conducted an exhaustive assurance review of the end-to-end processes and methodology used. This covered everything from data cleaning to data fusion, de-duplication and quality checks, with all nine categories of investigation passed.

Total TV Measurement first measures and de-duplicates addressable TV audience exposures across the entire Finecast supplier ecosystem, which includes linear broadcast addressable TV plus BVOD, AVOD and other ‘TV-like’ (i.e., high-quality, broadcaster equivalent standard) streaming. This is achieved by combining Finecast log-level data with measurement provided by AudienceProject, which runs its own viewing panel (complete with establishment survey). This cross-channel addressable audience view is then combined with BARB data via TechEdge to show de-duplicated reach and frequency across the addressable and classic linear portions of a campaign.

Currently the new product does not attempt to de-duplicate audiences between one streaming addressable source and another, with the focus on showing the difference a combined addressable buy makes on top of linear. This more granular de-duplication may come later.

The outputs from Total TV Measurement are: cross-channel addressable TV reach and frequency; linear campaign reach and frequency; overall de-duplicated reach and frequency; Finecast (addressable) and linear TV 1+ cover curves (with other custom cover curves considered).

Samantha Lister, Head of Marketing Science at Finecast, comments: “This is a solution for brands that want to understand how reach interacts across addressable TV and linear TV and how they can optimise reach across the two. It helps them consider the impact of budget allocation.”

She adds: “Historically, linear TV has been the most cost-effective medium when it comes to reach, but declining linear audiences and deflating [addressable TV] costs mean brands are leaning more into addressable TV. When we launched Finecast, it was ‘linear-first’ [on the plan] and then you added incremental reach [via addressable], but today it is not always linear first, depending on the audience you want to reach. There are some audiences where you should plan for addressable first or where you can invest less in linear before you move budget to addressable.”

As for the PwC verification to ISRS 4400 (Revised) standards, this was a proactive move, since the GroupM clients using the solution (and the GroupM agencies) were happy with the outcomes and their own due diligence. Lister wanted to get ahead of the curve. “As more budget shifts from linear to addressable, addressable comes under greater scrutiny. We are so proud of what we have done we wanted a seal of approval. There was no huge demand for an assurance review from our clients.”

One study for a GroupM client shows what they gain in terms of knowledge. It demonstrated +2.3% incremental reach into the 18-34 age group and +1.3% incremental gain across all adults when addressable was added to standard linear TV. Savings were also indicated – based on what it would have cost to achieve that level of incremental reach through continued linear buys. Total TV measurement is free on selected campaigns and the ambition is that it becomes standard practice for qualifying campaigns where linear and addressable are being combined.

Recent cross-platform campaign analysis from InnovidXP highlights how the combination of FOX (with its news, sports and entertainment content) and Tubi will enable advertisers to scale a wide range of desired audiences across content types. It shows the value of ‘Tubi Unique Content Categories’ in building incremental reach, harnessing genre-based environments that are contextually relevant to the advertiser. Findings have shown that, on average, eight out of ten Tubi households cannot be reached with broadcast linear TV. Innovid says buyers will be able to achieve incremental audience reach averaging 75+% when adding a Tubi buy to a FOX linear campaign.

“As more viewers engage with content across multiple screens, it remains vital that we continue to work with our ad partners and provide them with the necessary data and insights that further display the value of converged TV and the engaged audiences and concentrated impact FOX delivers,” says Dan Callahan, Senior Vice President, Data Strategy & Sales Innovation at FOX. “Our partnership with Innovid is another step forward in expanding and delivering cross-platform measurement solutions that further align with our advertisers’ objectives.”

Tyler Fitch, Senior Vice President, Advanced TV & Partnerships at Tubi, adds: “For more than a year, Tubi has been working in lockstep with Innovid to quantify the unique reach that streaming delivers to advertisers beyond linear [broadcast] – providing top TV advertisers with actionable insights. Tubi and Fox have a shared vision to create the optimal environment for advertisers to efficiently reach the right audiences across multiple platforms and screens. InnovidXP brings this vision to life with consistent, accurate and scalable cross-platform TV measurement.”

Jo Kinsella, President, InnovidXP, concludes: “Fox and Tubi are redefining the way advertisers approach TV investments by prioritising analytics that prove the value of converged TV. We are thrilled to support this collaborative effort to unite linear and streaming with cross-platform audience measurement, and we look forward to delivering advertisers the insights and metrics that matter today.”

Tubi is available in the U.S., Canada, Australia, New Zealand Mexico and a small number of other markets (but not in Europe).