Hearst Television Among Pilot aiTV: Platform Users Seeing Positive Buyer Response to aiTV Insights Lotame,…
Using Lotame audience data + Inscape TV viewership data, we compared how the tournament’s viewership audience changed year over year. The arrows indicate an increase or decrease in the category concentration compared to 2017 viewership.
Overall, we found that this year’s viewers tended to be older than last year, with higher household incomes. They were more liberal than last year’s viewers and were fans of family restaurants and fine-diningestablishments.
For the analysis we used our aiTV platform, which delivers advanced TV audience targeting, to profile basketball viewers during all five rounds of the recent big tournament leading up to the national championship. By combining the audience behaviors and characteristics available in Lotame’s platform with actual real-time TV viewership, we gather much deeper insights than traditional TV viewership metrics (which mainly include age and gender based on panels.)
According to Inscape data, which covers eight million smart TVs in the US and is available through Lotame aiTV, there was a near 30% decrease (28%) in viewership from the first Thursday and Friday of the First Round to the Sweet 16. Similarly, there was also a 15% decrease in viewership from the overall first weekend (Round One and Round Two) of games, to the second weekend (Sweet Sixteen and Elite Eight).
“Unsurprisingly, viewership declined as the competition wore on and teams were eliminated,” said Doug Pollack, GM of aiTV Products & Innovation at Lotame. “What’s most interesting to advertisers, though, is understanding where that decline came from.”
For more insights, click here to download the infographic.
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