Brian Steinberg Senior TV EditorAT&T and State Farm are the latest big advertisers to experiment with new ways of figuring out just who is watching TV – and the commercials that support it.The two marketers are among those who are taking part in an alliance between Discovery and Omnicom Media Group.
Under the pact, a handful of Omnicom clients, including the telecom and insurance giants, will test new ways of tabulating linear TV audiences using Comscore and VideoAmp, and examine recent viewership data.
Discovery is also working with OMG clients from the automotive, retail and consumer-packaged goods sectors.“This is the precursor to what we hope will be, for some advertisers, for at least some of their money, to put it through an alternate currency for the 2022-2023 season,” says Jon Steinlauf, Discovery’s chief U.S.
ad sales officer, in an interview. Discovery is the latest media company to offer alternatives for measuring viewer activity of its programs as the longtime provider of such data, Nielsen, faces a prolonged bout of scrutiny.
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