TiVo July 13 announced that it has entered into a licensing agreement with Horizon Media, the largest U.S. media agency according to AdAge Data Center 2021, to access TiVo’s TV viewership data.
In a press release, TiVo stated its data “provides a foundational ingredient to Horizon’s data stack to support client investments, driving improved outcomes in cross-platform media planning, buying, digital retargeting, and measurement.” Horizon Media, the press release stated, will “integrate TiVo’s raw data into strategic client initiatives at both the content and commercial levels.”
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The agreement enables Horizon and its affiliates — Canvas Worldwide LLC; Horizon Big LLC; Horizon Media Limited Partnership (Canada affiliate); Night Market Horizons LLC; horizon next; and 305 Worldwide LLC — to leverage the power of TiVo’s TV viewership data, according to the press release.
“As the industry faces new challenges that accompany increased demand for viewership data, this agreement with TiVo will help us to maintain our position as an innovative marketing and advertising leader,” said Laura McElhinney, Horizon Media’s chief data officer.
TiVo says its TV viewership data provides high-quality linear data of live and time-shifted usage across the U.S., and allows customers to measure their campaign activity, optimize data science solutions, and power media planning and buying across media platforms.