On June 1, 2022, VideoAmp will released an upgraded Commingled TV Viewership Footprint, referred to as Footprint 5.4, which will become our data of record for the 2022/23 Broadcast year.
June 1st will mark the beginning of a Beta period for Footprint 5.4 (FP5.4), which will extend until the beginning of the 2022/23 Broadcast year. During this time, Footprint 5.0 will remain the data of record and default footprint in the VideoAmp Platform, but Footprint 5.4 will also be made available to enable parallel reporting and analysis.
Footprint 5.4 offers several significant enhancements for our customers:
Over the Air (OTA) Weighting: We have identified a subset of our ACR footprint that are Broadcast Only Households, and have used this cohort as a foundation for an OTA universe, enabling more accurate measurement of Broadcast Network viewership.
Spanish Language Network Representation: We have modified our weighting methodology to discreetly account for households consuming Spanish Language content on TV.
Granular Demographic Stratification: We have developed more granular stratification (i.e. weighting on more variables) to enable person-level demographic viewership metrics for smaller age breaks.
Inclusion of Broadband-Only (BBO) Households: Addressed with the release of Footprint 5.0, VideoAmp now includes BBO households in our footprint, enabling more accurate measurement of reach driven by streaming viewership. We are leveraging Experian’s dataset to include a sufficient number of BBO households to be representative of the share of such households in the US population. Note that we do not project linear tuning to the BBO households.
Impact Summary
Our ability to project OTA households is boosting English language broadcast network monthly average audience sizes, with Total Day increases ranging from 6% to 15%, and Prime increases ranging from 4% to 19%.
Our enhancement for Spanish Language networks has corrected a skew previously identified in our dataset that was leading to low viewership projections.
Tier 1 Spanish Language networks’ average audience sizes have more than doubled compared to our previous methodology, with increases ranging from 97% - 125%.
Tier 2 Spanish Language networks’ average audience sizes have increased significantly as well, ranging from 40% - 63%.
Impact to App Workflow
With the release of Footprint 5.4, VideoAmp platform users should take the following actions:
Audiences / Targeting:
After June 1st, audiences can be created with either Footprint 5.0 or Footprint 5.4. We recommend that audiences being used for investments in Broadcast Year 2022/23 be created using Footprint 5.4. For audiences being used for investments in Broadcast Year 2021/22, we recommend leveraging Footprint 5.0.
Measure:
Historical Initiatives can be created using either Footprint 5.0 or Footprint 5.4 until September. After September, we recommend that historical Initiatives be built on Footprint 5.4.
In-flight Initiatives that start after June 1st and extend into September can be created on either Footprint 5.0 or Footprint 5.4. After September, we recommend that in-flight Initiatives be created on Footprint 5.4.
Plan and Buy:
Although both Footprint 5.0 and Footprint 5.4 will both be available in the Plan and Buy apps after June 1st, we recommend that any plans or buys for Broadcast Year 2022/23 be created using Footprint 5.4, since that footprint will become our data of record in September 2022.
Plans and buys created on FP5.0 will continue to be available in the Plan and Buy apps after the release of FP5.4.
Library: No impact.
Please reach out to your VideoAmp Client Success Representative for additional questions and support.