"Data quality is emerging as one of the most important topics in TV advertising, because advertisers are simply infatuated with performance. Prove it or lose it. Garbage in, garbage out - you get it."
"But TelevisaUnivision spent most of its time addressing data quality and measurement, which was in contrast to other broadcasters, which focused more on general themes of performance and fandom. Its ad execs talked about how third-party measurement providers often misrepresent and/or underrepresent Hispanic audiences."
"This lack of data quality is a concern across the industry, but also gave TelevisaUnivision the opportunity to tell media buyers about its household graph, which it claims can reach 98% of US Hispanics."
"But it wouldn't be a Disney upfront without a standup set by Jimmy Kimmel, who called himself the "bad boy of data and measurement solutions" and quipped that he's "been through so much bullshit this year, it made me appreciate this bullshit.""
TelevisaUnivision and Disney led Day Two of New York City upfronts week, with data quality as the main theme. Data quality is becoming critical because advertisers demand measurable performance and want proof rather than assumptions. TelevisaUnivision emphasized Hispanic audience access and highlighted concerns that third-party measurement providers can misrepresent or underrepresent Hispanic audiences. The company used its household graph to claim reach of 98% of US Hispanics. Disney focused on talent and intellectual property, especially sports, including next year’s Super Bowl airing on ESPN. The event also leaned into experiential elements and featured Jimmy Kimmel making jokes about data and measurement solutions.
Read at AdExchanger
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