ESPN and Cablevision have entered into a long-term agreement where the Worldwide Sports Leader will use census-level audience data gleaned from more than 7 million Cablevision set-top boxes to analyze consumer viewing habits.
The deal also applies to the ESPN parent The Walt Disney Co., which will have the ability to utilize the data and inform ad sales for other networks in the Disney Media Networks Group.
“The comprehensive consumer insight from this collaboration will enable us to develop a multiplatform model that works on a national scale and ushers in a new chapter in the data and effectiveness story for our advertisers,” said Ed Erhardt, said ESPN president, Global Customer Marketing and Sales Ed Erhardt in a statement.
The deal allows ESPN to identify new audience segments and combines ESPN’s off-channel video scale – including its first-party database of more than 40 million users – with Cablevision’s on-channel census-level audience tuning data from more than seven million set-top boxes in the New York market. All data is maintained on an aggregated and de-identified basis.
“We have seen the impact of census-level audience data on advertising measurement and effectiveness first hand – it is truly transformative,” Cablevision media sales president Ben Tatta said in a statement. “Bringing together two leading first-party data sets provides advertisers unprecedented granularity and robust intelligence about the unique value of the ESPN impression.”