Madison Square Garden Co. said it is working with Cablevision Systems to use viewing data from Cablevision set top boxes to provide better audience data and analytics.
MSG is also planning a test with Cablevision of addressable advertising on its regional sports networks within Cablevision’s footprint.
Cablevision and MSG are both controlled by the Dolan family. Operators and programmers have been looking for ways to share data and offer marketer more targeted advertising campaigns.
“Improved measurement and analytics can be used companywide to help us achieve our goals – whether it’s understanding our fans and viewers or recruiting new customers,” Tad Smith, president and CEO of Madison Square Garden Co., said in a statement. “Having the right information is a critical step to our helping our sales partners ensure they get the right message to the right audience. We believe in the importance of using data analytics to drive growth and will continue to explore additional opportunities to expand upon this strategy.
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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