It is estimated that more than 10% of TV programming and ad viewership (100 million viewing hours per day) occurs in public settings such as bars, restaurants, gyms and airports. This is especially true for sports advertising, which many brands invest millions of dollars in every year. However, OOH TV measurement has traditionally been plagued with inaccurate data and many other limitations that impede advertisers’ ability to get a true read on advertising reach and performance.
At the root of the issue is legacy OOH measurement, which leverages audio detection technology that misses out on 100% of OOH viewership that takes place on muted TVs or in settings with too much ambient noise. This missing piece accounts for approximately 70% of all OOH viewing.
A Better Way to Measure OOH
With the industry-wide shift to a multicurrency marketplace and more modern measurement well underway, it is time for OOH measurement to evolve as well. That is why iSpot has acquired Tunity – an innovative measurement and analytics company that measures consumer TV viewing and engagement habits in public locations – such as bars, restaurants and gyms – nationwide.
Through its popular iOS and Android app, Tunity measures OOH TV viewing by providing audio for viewers watching muted TVs directly from their mobile devices. Unlike legacy OOH solutions, Tunity uses video recognition to identify TV channels that were viewed out of home – producing a highly accurate data set that will greatly enhance iSpot’s currency solution and product suite. Tunity’s unique app and video-based approach avoids inherent problems associated with audio-based meters, such as missing unreported data, false positives, lack of scale and biases in terms of users and demographics.
Tunity is iSpot’s third acquisition in the past 14 months as part of iSpot’s long-standing commitment to verifying and measuring all TV viewing and ad exposure regardless of location. Read the press release below for more details on the Tunity solution and future integration with the iSpot full-funnel measurement stack.
iSpot Acquires Tunity to Modernize Out of Home TV Measurement
Third Major Acquisition in 14 Months Expands iSpot’s Currency Offering With Solution for Verification of TV Audiences In Bars, Restaurants, Gyms, Transportation Hubs and Public Spaces
Bellevue, NYC and Tel Aviv — March 2, 2022 — iSpot, the real-time TV measurement company, today announced it is expanding its cross-platform viewing verification capabilities through the acquisition of Tunity, the TV-viewing solutions and analytics company that measures consumer viewing habits in public locations nationwide.
In Tunity, iSpot picks up an innovative company with network and brand adoption in the Out of Home (OOH) measurement marketplace and a national consumer panel that serves up data on OOH TV viewing in any type of location — bars, restaurants, gyms, universities, waiting rooms, doctors’ offices, airports and more. Through its first-of-its-kind iOS/Android app, Tunity offers real utility to users by allowing them to hear live audio from muted televisions directly on their mobile devices (more on that below).
Modeling viewing behavior from hundreds of thousands of individuals in the U.S., Tunity estimates OOH viewing can account for upwards of 100 million hours per day, representing a highly attractive audience of viewers that are more likely to have disposable income and be actively spending on recreation. “The existing ratings models have proven to woefully misrepresent viewership in public spaces, which has an impact on the business models for the buy and sell side,” said Sean Muller, CEO and Founder at iSpot. “iSpot’s acquisition of Tunity will enable us to meet a massive demand in the marketplace with a more unified, independent measurement system that tracks audience consumption of ads and programming on a second-by-second basis, across platforms and viewing experiences.”
In addition to integrating the Tunity Analytics capabilities into its full-funnel measurement stack, iSpot is picking up a series of patents and expanding its technical operations with engineering resources from Tel Aviv, Israel, with expertise in next-generation deep/machine learning, cloud computing and computer-vision capabilities. The group will continue to be led by Tunity founder Yaniv Davidson. “iSpot and Tunity share a similar DNA in that both organizations were purpose-built to solve massive structural problems in measurement using patented technologies and real-time solutions,” said Davidson. “We’re excited to combine the strength of our technologies, the passion of our engineers to bring smarter solutions to the marketplace. Our success is a benefit for advertisers and networks, but it also delivers palpable benefits to consumers.” Along with a core group of engineers, Tunity Head of Research and Analytics Paul Lindstrom, a 40-year OOH measurement veteran will retain his role within iSpot.
The acquisition marks the third company in 14 months to become an iSpot subsidiary with real-time data flowing into its cross-platform TV measurement platform. And similar to iSpot’s integration of Ace Metrix, the real-time system for measuring brand impact, and DRMetrix, which is the only technology solution capable of tracking variable messaging and advanced advertising in cover-up inventory, Tunity is trusted to deliver granular, second-by-second insights for a roster of leading brands and networks.
The announcement comes as iSpot’s industry-leading cross-platform TV measurement is gaining adoption as a currency from both the buyers and sellers of TV advertising inventory. In January, WarnerMedia announced iSpot as one of three solutions it will use to test as a currency. Also in January, iSpot was the first measurement company to emerge as an alternative currency provider for NBCUniversal with real-world currency used in the Olympics, the Super Bowl and Q1 advertising.
More About Tunity
Tunity developed the first application of its kind that allows users to hear live audio from muted televisions directly on their mobile devices. Through patented deep-learning and computer-vision technology, Tunity identifies a live video stream and its exact timing, syncing the audio with the user’s mobile device. Based in New York City and Tel Aviv, Tunity is on a mission to revolutionize the out-of-home TV experience and transform the way brands engage with consumers.
About iSpot
iSpot.tv is the market leader in real-time cross-platform TV ad measurement and attribution. The company’s always-on platform measures the business impact and brand impact of TV advertising and offers fast, accurate and actionable information that empowers brands to justify and optimize TV and video investments. iSpot persistently measures TV-device impressions and second-by-second attention for all TV ads in a unified manner across linear, time-shifted, VOD and streaming environments. iSpot’s Ace Metrix product measures brand perceptions for TV and video creatives using rapid qualitative panels, and its market-leading attribution solution enables advertisers and TV networks to plan, optimize and transact on business outcomes. The company delivers its solution in real time via intuitive and modern dashboards as well as APIs and customized analytics. iSpot.tv has hundreds of brands and all major TV networks licensing its enterprise solution and has become a trusted currency for both networks and brands. Founded in Bellevue, Washington in 2012, iSpot has offices in major cities across America.