Horizon Media Plans to Utilize VideoAmp Data in TV Upfront Deals
Brian Steinberg Senior TV Editor Many TV networks have struck measurement deals with VideoAmp, one of a handful of companies eager to provide an alternative to Nielsen’s tabulation of audiences. Now a company that buys TV time for blue-chip advertisers has done the same. Horizon Media, a large media-buying firm that works for clients including Corona and the National Football League, will use VideoAmp’s audience-measurement tools to help negotiate and transact ad deals between select clients and sellers for national linear TV inventory. Horizon will also use VideoAmp for planning, analytics, and measurement. “There has been a more meaningful movement this year to actually participate with alternative currencies and transact on them,” says David Campanelli, Horizon’s chief investment officer, in an interview. The bulk of the deals, he says, “are still happening on advanced audience targets, versus what we commonly think of with Nielsen ratings, which are demo and impressions counting.”