NBCUniversal has entered into a partnership with TVSquared, a TV attribution firm, to provide advertisers with insight into how effective their linear and digital TV campaigns are.

All 42 NBC and Telemundo-owned stations, as well as nine NBC Sports Regional Networks (RSNs), will provide a local TV attribution solution powered by TVSquared’s analytics platform. This platform provides ‘real-time’ analytics, which advertisers can use to create a link between TV and OTT ad exposure and real-world business outcomes.

“In the past 12 months, we’ve made several enhancements to the way our sales teams do business to help us showcase the power and reach of local TV. From measuring ad campaigns through impressions and through multiple currencies, to now providing our clients with same-day attribution, the tools at our disposal will help our ad sales teams better serve advertisers/clients, while allowing us to stay on the vanguard of our rapidly changing media industry,” said Frank Comerford, chief revenue officer for NBCUniversal Owned Television Stations.

Jo Kinsella, chief revenue officer and executive vice president at TVSquared, added: “This initiative is monumental for the local media space because, not only does it provide transparent proof of performance to advertisers, but it also unifies the measurement of linear and OTT buys in a single platform. Brands and agencies working with NBC/Telemundo-owned stations and RSNs have the timely, actionable performance insights needed to maximise the business impact of campaigns across both linear and digital TV.”