5 Ways Broadcast TV Viewing Data Can Help Streaming Services

Written by: Anja Bundze for NLogic (full article can be read here)

Streaming services are always trying to understand their audiences better. They want to improve their content and demonstrate the value of their platforms to advertisers. Integrating broadcast TV data into their strategies can provide them with a significant advantage.

Comparing broadcast TV data with their streaming data allows them to accurately show the incremental reach their content can provide. They can also improve targeting by analyzing broadcast TV behaviours, and effortlessly compare different advertising scenarios.

Here are five ways broadcast TV viewing data can help streaming services show their value and increase sales:

1. Demonstrate the value of content and platforms

Broadcast TV data can help streaming services show the value of their content. It allows them to compare traditional TV viewership with streaming engagement. By understanding how audiences engage with similar content on broadcast TV, streaming services can pinpoint gaps, overlaps, and opportunities to reach audiences not fully captured by TV alone. Streaming services can then show the added value and incremental reach they bring, highlighting how their content complements and extends campaign reach.

By using NLogic’s new Video Planner, users can plan campaigns against both broadcast TV and streaming. This shows the overall reach of a cross-platform video campaign and the unique reach of streaming and broadcast services.

This holistic view of audience behaviour shows the full value of content, driving more effective sales pitches and partnerships.

2. Enhance targeting strategies

Streaming services can use broadcast TV data to enhance ad targeting strategies. Broadcast TV data shows who is watching (such as age, gender, location, and co-viewing habits) and when they are watching.

By analyzing this information, streaming services can identify and target similar or complementary audiences, optimizing their efforts in content promotion and retargeting.

NLogic’s new partnership with The Trade Desk (TTD) and Numeris enables digital buyers to access broadcast TV data programmatically. For instance, if a client has a strong broadcast TV campaign they may still want to reach streaming audiences who don’t watch traditional TV. In this instance, they can target the "Light TV Viewers" segment in TTD. This approach fills the gaps in the broadcast TV campaign, maximizing the overall reach.

3. Improve cross-platform reporting

A key challenge in the media industry is comparing campaign performance across platforms to analyze ROI. Integrating broadcast TV data with streaming data creates a standardized form of measurement and a complete view of audience behaviour. This integration makes cross-platform reporting more comprehensive. It allows us to track reach, frequency, and engagement across all platforms in one place.

Numeris’ Cross-Platform Video Audience data (VAM) has made this unified dataset possible. This solution captures video consumption from broadcast television, OTT services and online viewing on all devices and platforms.

4. Elevate content offerings

Broadcast TV data is gathered from people-based panels. It offers valuable demographic insights, such as age, gender, and household characteristics. It provides a deep understanding of who is watching specific types of programming.

By analyzing how different demographic groups engage with certain shows, genres, or time slots, we can identify content that resonates well with different target audiences. This can inform strategic decisions about acquiring content that aligns with viewer interests, enhancing audience engagement and potentially boosting viewership.

Learn more about the benefits of people-based panels.

5. Enhance sales with stronger insights

Broadcast TV advertising tracking data reveals where brands are investing. This is valuable for sales teams at broadcast companies and streaming services alike. Streaming services can uncover new sales opportunities and expand their advertising base by identifying brands that advertise on traditional TV but not with them.

NLogic's TV Spots is the largest database of TV advertising data in Canada. It lets users easily see which brands are advertising, which channels they are advertising on, and how often.

While broadcast TV data might seem like an unlikely ally for streaming services, it is a powerful source of data that unlocks many opportunities. By incorporating broadcast TV data into their analysis, streaming services can demonstrate the value of their content and platforms more effectively. They can optimize reach and frequency and easily compare content and campaign scenarios. This cross-platform approach improves sales, refines strategies, and ultimately delivers more value to both audiences and advertisers.

Embracing broadcast TV data could certainly be the intriguing edge streaming services need to thrive in today's dynamic media environment.