Roku, iSpot Ink Ad-Supported Streaming Audience Measurement Partnership

Roku April 30 announced an expanded measurement partnership with, a cross-platform television viewing measurement company. The pact will have each company sharing measurement data to help drive third-party advertiser value within the broader streaming TV ecosystem.

As part of the partnership, iSpot will become a third-party measurement partner for Roku, offering direct and programmatic advertisers metrics regarding reach, frequency, verified ad exposures, and outcomes from ads running on the Roku operating system. In addition, iSpot will integrate Roku’s Advertising Watermark software to validate the authenticity of video ad inventory originating on the Roku platform.

iSpot will gain access to Roku’s audience data with the goal of strengthening its ability to connect audiences across linear TV and streaming on Roku.

Roku and iSpot are looking to ensure streaming TV ads are measured fairly and accurately and to improve performance and measurement for advertisers running on the Roku platform, while helping iSpot’s customers make better purchasing decisions across the entire video marketplace, according to the companies..

The partnership will also open up the ability for marketers to accurately measure Roku’s advanced ad formats that span beyond video, such as Roku City brand integrations and Roku Marquee ads.

Roku ended the most-recent fiscal period with more than 81 million streaming households.

“We believe improving measurement for the entire ecosystem will help drive better results for advertisers, while also driving more yield for publishers,” Louqman Parampath, VP of product management for Roku, said in a statement.

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With audiences from Roku eventually scaled across all iSpot measurement products, the broader streaming TV marketplace — including agencies, brands, and media sellers — will look to benefit from streaming-centric measurement to capitalize on the opportunity that exists for connected TV landscape.

“It’s critical that marketers have reliable and actionable audience measurement to base decisions on, as they shift budgets from traditional TV to streaming,” Sean Muller, founder/CEO of iSpot, said in a statement.

iSpot: Super Bowl LVIII Multi-Media Viewership Up 10.9% to 126.6 Million

A lot of people watched and/or streamed Super Bowl LVIII, broadcast/live-streamed Feb. 11 from Allegiant Stadium in Las Vegas.

According to preliminary audience measurement estimates from iSpot, the simulcast of the Big Game, which aired on CBS, Univision and Nickelodeon and streamed on Paramount+, from 6:40 p.m. EST to 10:46 p.m. EST, drew an average second TV audience of approximately 126.6 million viewers (P2+), who tuned in to watch the Kansas City Chiefs play against the San Francisco 49ers. The viewership represents a year-over-year increase of 10.9%.

The average second-by-second household audience on linear and streaming across CBS, Univision, Nickelodeon and Paramount+ was 50.5 million households.

The majority of viewership was on CBS, which tallied a 121.9 million average audience (P2+) viewers inclusive of restaurant, bars and streaming. The out-of-home viewership totaled an average audience of 25.9 million viewers watching in public spaces, such as bars and restaurants.

Additional Insights:

  • Nickelodeon’s average audience was 1.75 million people (P2+).

  • Univision’s average audience was 2.9 million people (P2+).

  • Viewership peaked at 8:38 p.m. EST as audiences tuned in to watch the Super Bowl Halftime Show, featuring Usher.

  • On CBS, the game featured 81 spots from 65 advertisers, up from 59 spots and 51 advertisers in 2023.

  • The most-seen ad (P18+) on CBS was Etsy’s France spot at 8:23 p.m. ET.

Super Bowl LVIII

Feb. 11, 2023

Average Minute U.S. TV Viewing Audience Estimates



Time (ET)

Out-Of-Home (OOH)
Avg. P18+ Viewership (millions)

Total Avg P2+ Viewership Inclusive of Linear, OOH & Streaming  (millions)

CBS, Univision, Nickelodeon, Paramount+

Kansas City Chiefs vs. San Francisco 49ers

6:40 – 10:46 p.m




The close game, which was decided for Kansas City Chiefs 25-22 on the last play in overtime, held viewer attention, especially on a household basis.


iSpot: Super Bowl LVI Drives Highest Beijing Winter Olympics Viewership Moment

The Super Bowl continues to generate massive viewership regardless of consumer viewing habits and devices. It also drives record viewership to other programming.

The Feb. 13 Super Bowl LVI, featuring the Los Angeles Rams’ comeback 23-20 win over the Cincinnati Bengals, saw viewership across NBC Sports, Telemundo and the Peacock streaming platform reach nearly 150 million, according to new data from’s second-by-second cross-platform measurement.

NBCUniversal-owned networks accounted for 69% of all household ad impressions for the day. NBC delivered 6.4 billion TV ad impressions across its full broadcast day, including pre-game broadcasts and Beijing Winter Olympics programming, marking the first time a Super Bowl and Winter Olympics took place at the same time

The largest average viewership came at 10:50 p.m. ET, Kaillie Humphries won gold for Team USA in the women’s monobob, when 27.5 million viewers tuned in, making it the peak moment across the entire Olympic Games thus far.

Super Bowl LVI telecast/streaming option, which ran from 6:33 to 10:09 ET, drew an average minute audience of 121 million viewers that tuned in to watch in homes and public venues across America.

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Full Game Insights:

The data suggested that the total linear average minute viewership was 98.1 million, including 2.9 million average minute viewers on Telemundo, which contributed to a total in-home reach of 134.5 million people on NBCU networks.

The average streaming minute audience was 10.5 million viewers and 15.5 million total viewers, which includes sensor-level streaming viewership data from CTV, mobile and tablet consumption provided in partnership with Conviva.

More than 70% of those streaming the Super Bowl came from “cord-cutters” or households without bundled pay-TV service. The total out-of-home average audience for the Super Bowl was 12.5 million, as measured via iSpot’s partnership with Tunity Analytics.

The Super Bowl’s 81 national ads accounted for more than 40% of all TV ad impressions on linear TV for Feb. 13. The average ad reached 106 million viewers, while the game generated 4.39 billion verified household ad impressions across all platforms in 216 minutes.

During the Super Bowl, the commercial attention rate was 36% higher than the average across all networks and shows on the day, and the commercial completion rate was 98.6%. ISpot found ads increased purchase intent to 47%, while 60% of the ads were funny, 53% sparked curiosity, and 47% prompted nostalgia.

Halftime Time Results:

Viewership peaked during the halftime show — featuring Dr. Dre, Snoop Dogg, 50 Cent, Mary J. Blige, Kendrick Lamar and Eminem, with an overall increase of 12% or 10.5 million net new average minute viewers.

Ads that ran during the halftime show generated an average viewership of 116.8 million verified impressions for in-home viewing.

The animated two-minute NFL ad at 8:08 pm during the halftime show had the highest in-home audience at 119 million viewers across NBC, Telemundo and Peacock. The persistent attention to the telecast of the game afforded advertisers a completion rate peak of 99.5%, just before the start of the third quarter.