Hive and 605 Link for Paid / Earned TV Insights

TV content metadata firm Hive Media has partnered with media and entertainment industry analytics specialist 605, to provide insights into both paid and earned television media.

Hive Media currently draws data from more than 200 channels of broadcast TV across the US and Europe. Every second of this footage is tagged using the firm's proprietary deep learning models that automatically recognize brands, products and objects in real-time. Meanwhile, 605 offers audience and attribution analytics that tap into large, complex data-sets, and the firm says that 'unlike traditional sample-based approaches' it uses census-level data to deliver more granular and actionable results.

The partners say the combination of their data will provide insights for marketers and programmers seeking a deeper understanding of brand exposure and audience engagement within linear TV content. 605's aggregated, second-by-second viewing data will be merged with Hive Media's tagged TV content to deliver analytics such as brand exposure, audience engagement, tune-in/tune-out and conversion.

Ben Tatta, co-founder and President of 605, claims the partnership will help fill the 'measurement void' in television. Kevin Guo, co-founder and CEO of Hive, adds: 'We are excited to finally start understanding the wealth of TV data we have at our disposal. Having 605 as our partner will be invaluable in this process. When we combine our tagged content with 605's viewership data, we can extract incredibly powerful insights to help broadcasters and brands optimize their on-screen strategies'.

Web sites: www.thehive.ai and www.605.tv .