Recommendations for commingling set-top box data and Smart TV ACR Data

Examines best practices for integrating data in the US from both set-top boxes (STBs) and Smart TVs, based on a study of providers.

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

TV audience measurement has traditionally been accomplished through panels, such as the Nielsen household panel well known in the US. However, due to the increased fragmentation of viewing across linear TV, VOD (Video on Demand), new ad models like data-driven linear and new forms of streaming on Connected TVs and devices (CTV), more granular data is needed to fully reflect viewing of both content and ads. These data can be used not only for measuring tuning, but also...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands