Co-viewing measured for media-owners and advertisers

Inscape, Vizio’s smart TV data company, said it expanded its agreement with TVision, which focuses on measuring viewer engagement, enabling the companies to examine personified cross-platform viewing behavior, including co-viewing.

Personified viewing data is important to media owners and advertisers as video consumption shifts to streaming and connected TV.  

“Both Inscape and TVision are committed to moving the measurement industry forward by providing granular, personified viewing data at scale to enable buyers and sellers to plan and measure TV more accurately,”said Ken Norcross, VP, Data Licensing & Strategy, Vizio/Inscape. Vizio was acquired by Walmart last year.

The companies said TVision panel data will give Inscape an ability to understand consumer co-viewing behavior – critical to both media owners and buyers seeking to evaluate the true audiences of content as well as to make informed investment decisions.

TVision’s data comes from a passive panel that measures how individuals engage with content and ads. Incape’s has a nationally-representative households based on more than 24+ million opted-in devices. 

“Synergizing TVision’s person-level viewing activity across all linear and CTV, hundreds of apps, and thousands of programs with Inscape’s nationally-representative data and measurement will help all parts of the industry become smarter and make better decisions,” said Yan Liu, CEO of TVision.

In 2022, iSpot, which uses Inscape data to measure viewing, invested in TVision as part of a $16 million funding round. At the time, the deal gave iSpot exclusive access to person-level data on connected TV viewing from TVision’s audience panels.