As audiences shift fluidly between linear television and connected TV, advertisers are demanding more unified and person level measurement across screens. VideoAmp and TVision have expanded their licensing agreement to include CTV co viewing data, strengthening cross platform audience insights for advertisers and agencies.
The updated agreement builds on an existing partnership that previously covered linear television data. Under the new terms, TVision will provide its person level calibration data for connected TV to VideoAmp, enabling more comprehensive measurement across both linear and CTV environments.
TVision serves as a calibration panel for person level CTV and linear TV measurement, reporting second by second attention and co viewing data across major networks, channels, and hundreds of streaming apps, including walled garden platforms. The company measures millions of programs and advertising impressions, offering granular insight into how viewers engage with content and ads.
By incorporating TVision CTV data, VideoAmp enhances the demographic ratings it produces using its own large, commingled viewership dataset. The integration supports a more holistic measurement framework that combines household level scale with person level calibration, helping advertisers better understand the true viewing experience across platforms.
“Viewers move from linear to CTV viewing experiences seamlessly and within viewing sessions. It’s important to us to have holistic person-level data to understand the true viewer experience and measure app and network engagement in a transparent manner,“ said Randy Laughlin, Senior Vice President of Strategy and Partnerships at VideoAmp.
For TVision, the expanded agreement reinforces its role in advancing person level measurement as CTV consumption continues to grow. “We are excited to deepen our relationship with VideoAmp, a clear leader in the TV measurement space,” said Yan Liu, Chief Executive Officer of TVision. “By combining our linear and CTV person-level data with their strong household-level data, VideoAmp extends its leadership position in the market.”
The move reflects broader industry efforts to unify measurement across linear and streaming channels, particularly as co viewing becomes more prevalent in CTV environments. Accurate calibration of who is watching and how they engage is increasingly critical for media planning, audience guarantees, and outcome based buying models.
By integrating TVision CTV co viewing data into its measurement framework, VideoAmp aims to deliver a more transparent and person centered view of audience behavior. As the boundaries between linear and streaming continue to blur, cross screen calibration is becoming essential to understanding reach, frequency, and engagement in a fragmented television ecosystem.
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