Cablevision Audience Analysis: Where Are the Eyeballs?

Cablevision's Video Audience Data Analysis With the proliferation of video programming and devices on which to view the content, it is no secret that for many aspects of the cable industry, the times, they are a-changin,' and the field of audience measurement and analytics is not immune from the evolution.

During Cablevision's (NYSE:CVC) quarterly financial call earlier this month, Kristin Dolan, COO and director, noted that the company has been "pretty vocal" about the fact that the current audience measurement system is not working. Cablevision, therefore, has been capturing census-level audience data for about three years now and working on a data analytic service to aid not only operators, but also advertisers and programmers. The effort, thus far, has been "positive," she said.

"We have other MSOs who are securing the same type of data as we are, so we're looking at opportunities to hopefully change the commerce in advertising sales to something that's better for the customer and better for the advertiser," Dolan said.

In this context, "census-level" means the ability to capture data from 100% of households, whereas other measurement methods poll only a sample. "A good percentage of viewing is not measured in today's system," said Ben Tatta, president of Cablevision Media Sales. "The audience is fragmenting across the dial because of the number of (channels) available."

Cablevision, on its own, has been able to gather information from 7 million set-tops and 3 million households. For approximately two years, the company has been publishing a quarterly audience report. The initial push was to start a discussion about what can be done with this level of information, which led to the conclusion that it could be used to significantly impact an advertiser's ability to target customer segments. "We are able to (match) our clients' customer segments to our audience data to target on a more relevant basis, and then on the back end, to measure it. We saw a significant lift in the effectiveness of television advertising," Tatta said.

The next step was to build a portfolio of services for programmers that would allow them to study specific audience types. In October, Cablevision announced an agreement to provide analytics and insights to the Madison Square Garden Co. and more recently signed a deal with ESPN, which will share its digital consumption database to be used alongside the information Cablevision collects. "(We will) match the two together and provide, at a segment level, consumption across platforms," Tatta said, emphasizing that the whole process is done with the utmost concern for consumer privacy and anonymity.

Cablevision also has an agreement with Time Warner Cable (NYSE:TWC) to share census-level data regarding the New York market and is looking for opportunities to work with other operators to make the data accessible and actionable. "In the world of big data today, for us not to have a census-level approach would be a huge miss," Tatta said. "Ratings over time will become much less relevant .... What we have learned (results) in a much more accurate measurement of viewing."

The transition to all-digital is helping to make the collection of census-level data possible, but perhaps the biggest step forward has been the ability to store data in the cloud. This allows the data to be aggregated, normalized and processed in a scalable way, Tatta said.

"As cross-MVPD (multichannel video programming distributor) data becomes available, rather than agree on one data center (location), data can be stored securely on a cloud and linked together," Tatta said.

Get the Broadband Technology Report Newsletters Delivered to Your Inbox

Subscribe to email newsletters today at no cost and receive the latest information on:

  • Video Technology
  • Network Technology
  • Technology Alerts
  • BTR LATAM (Latin America)

SCTE-Cable Tec Expo 2016 Video Show Dailies

BTR's SCTE-Cable Tec Expo Video Show Daily, Day 3

BTR's SCTE-Cable Tec Expo Video Show Daily, Day 3

In our Video Show Daily for Day 3 of exhibits at SCTE Cable-Tec Expo in Philadelphia, BTR Editorial Director Stephen Hardy covers trends in distrib...

BTR's SCTE-Cable Tec Expo Video Show Daily, Day 2

BTR's SCTE-Cable Tec Expo Video Show Daily, Day 2

In our Video Show Daily for the second day of exhibits at SCTE Cable-Tec Expo in Philadelphia, BTR Editorial Director Stephen Hardy highlights furt...

BTR's SCTE-Cable Tec Expo Video Show Daily, Day 1

BTR's SCTE-Cable Tec Expo Video Show Daily, Day 1

BTR Editorial Director Stephen Hardy reviews the hot technologies and announcements from the first day of exhibits at SCTE Cable-Tec Expo 2016 in P...

Diamond Technology Reviews - 2016 High Scores

2016 Diamond Technology Reviews Slideshow

2016 Diamond Technology Reviews Slideshow

Diamond Technology Reviews 2016

Diamond Technology Reviews 2016

BTR's Diamond Technology Reviews, now in its twelfth year, is a technology recognition program wherein vendors serving the broadband cable ...

Related Articles

Demystifying Home WiFi

Demystifying Home WiFi

October 25, 2016

By Monta Monaco Hernon - As WiFi continues its march to ubiquity, custom...


Edgeware Intros 80 Gbps Video Server

October 24, 2016

Edgeware announced the 4080 TV Server, the latest in its new generation ...

Utah Scientific

Utah Scientific to Show UltraHD, IP Video Tech

October 24, 2016

At the 2016 NAB New York show in November, Utah Scientific will be showc...


2016 SCTE Cable-Tec Expo Wrap Up

Whether you couldn't make it to Cable-Tec this year or want to see if you missed anything while you were there, you'll want to join BTR editors Stephen Hardy and Ron Hendrickson as they reveal their picks for the...

October 12, 2016
Sponsored by

Counting the cost: Efficiently transitioning from HFC to FTTH

HFC networks are uniquely positioned to provide compelling and competitive services, and are also uniquely positioned to transition to symmetrical FTTH as commercial requirements demand.  This webinar will d...

Date:September 22, 2016
Sponsored by

Maintaining High Quality of Experience in an Adaptive Bitrate System

This webinar will look at the many points in an ABR system where the video is touched.  From ingest (satellite, file, and IP), to egress, each point should be qualified for compliance to help maintain a high...

Date:August 25, 2016
Sponsored by

White Papers & Special Reports

Cable VoIP 2.0: Voice Moves to the Cloud

October 2016

Cable providers led the charge on the VoIP evolution and won customers and market share. Now voice networks are evolving again. The cloud voice platform has ...

Understanding Ultra High Definition Television

October 2016

Over the last 10 years, high definition television (HDTV) has been replacing standard definition television as the expected viewing format for television pro...

Are You Ready for DOCSIS 3.1? The Future of Cable Technology and How to Prepare Your Network

October 2016

DOCSIS 3.1 promises 10x capacity throughput and a range of technical benefits for cable providers and users alike. Are you ready? Discover the technical adva...

BTR Blogs

BTR Managing Editor Ron Hendrickson

FCC Rethinks Set-Top Plan

September 10, 2016

By Ron Hendrickson - The FCC has reworked the "unlock the set-top b...


In Memoriam: Richard Covell

August 18, 2016

By Rob Stuehrk, Publisher - We at Broadband Technology Report were sadde...

BTR Managing Editor Ron Hendrickson

Court Overturns FCC Municipal Broadband Order

August 11, 2016

By Ron Hendrickson - You win some, and you lose some, and the FCC just l...

Featured Hangouts

4K 4 U: How to Prepare for UltraHD Video

4K 4 U: How to Prepare for UltraHD Video

4K/UltraHD video is coming - consumers are buying the TV sets, and more content is becoming available. Watch this inf...

DOCSIS 3.1: A Look Ahead

DOCSIS 3.1: A Look Ahead

Watch a 30-minute video chat of experts from a variety of related disciplines discuss how close deployments really ar...

Featured Hangout

4K 4 U: How to Prepare for UltraHD Video

4K/UltraHD video is coming - consumers are buying the TV sets, and more content is becoming available. Watch this informative Hangout on demand by clicking the link above.

Sponsored by Verimatrix.