605 Deal Adds to National TV Dataset

In the US, TV ad impact measurement company 605 has expanded its national dataset to include more than 20 million households across all 210 designated market areas nationwide, through the addition of viewing data from TV intelligence company Inscape.

Analytics firm 605 measures the impact of TV ads on consumer behavior, and offers a suite of advanced, data-driven measurement and analytics solutions. The firm now has access to Inscape's single source, opt-in, smart TV viewing data, which it says is complementary to its own dataset. The latter includes national aggregated and anonymized TV platform data, sourced via a partnership with cable firm Charter. According to 605, the combined dataset enables clients to more accurately target and measure audiences, improve campaigns and maximize the return on investment.

Colleen Moraghan (pictured), the firm's SVP, Data Solutions comments: 'From a historical standpoint, sample sizes within the industry have been small and consumer behavior is constantly changing, creating a void in measurement that is large and growing. By expanding our viewing data with Inscape, 605 now has a combined set-top-box and ACR-based viewing dataset that few can rival'.

Web sites: www.605.tv and www.inscape.tv .