Getting Granular: Why ACR Data Is Winning The TV Measurement Game

How do you measure today’s TV viewership?

After speaking with a wide range of executives from brands, agencies, networks, streaming services, MVPDs and ad tech companies, the answer is clear: ACR data from smart TVs.

It is the only way to get accurate, second-by-second measurement at a time when viewers are tuning in to both streaming and linear platforms and advertisers need to reach them on both…and when MVPDs are sunsetting their set top boxes, leaving ACR as the only way to get the sort of granular high-quality data that will allow television to compete with digital.

Our goal is to remove the confusion that remains around ACR and explain, in plain English, how it works and what you need to do to take advantage of it.

In this report, you will learn:

• Why executives expect set top boxes to fade away, leaving ACR as the sole granular measurement source for TV

• How ACR can help put television measurement on par with digital measurement

• The many advantage ACR data creates for the FASTs owned by smart TV OEMs

• How smart TV OEMs are using their ACR data to implement frequency capping

• How ACR data lets brands find deduplicated incremental reach

• How ACR data helps fuel business outcome metrics that prove the value of TV advertising

We’ll also look at what the next few years hold for the entire advertising ecosystem along with some TVREV predictions on what the future of measurement will bring and what you need to look out for in order to stay ahead.

A huge shout-out to our sponsors, LG Ads Solutions, Samsung Ads and VIZIO, (and look for exclusive interviews with key executives from all three companies) who have made it possible for us to offer this valuable report for free.

(Be sure to also download the first report in the series, The Emerging Smart TV Ecosystem)