Sports-first live TV streaming platform FuboTV has partnered with ad-tech outfit iSpot.tv to bolster connected TV measurement across its premium video advertising inventory.
Leveraging iSpot’s cross-platform TV measurement solution, Fubo said it is now able to quantify the number of ad impressions delivered to incremental households not reached on linear TV and person-level audience estimates to account for co-viewing. An iSpot measurement study for three major TV advertisers across distinct industries found that on average, 40% of ad impressions served on Fubo reached incremental households that are unreachable on linear TV.
Streaming over 55,000 live sporting events each year, Fubo believes it can give advertisers a premium CTV opportunity to reach untapped audiences. In the first quarter of 2023, iSpot found 17% of household TV ad impressions were delivered by live sporting events.
Fubo says it is now able to provide brands and agencies added transparency into CTV advertising campaign outcomes and audience reach. Using iSpot’s 40 million smart TV footprint and second-by-second attention measurement for all TV ads across linear, Fubo advertisers will have access to insights and cross-platform context to make decisions, it said.
“Accurately measuring the value of CTV advertising has remained an industry-wide challenge since audiences have migrated from linear TV to streaming. It’s paramount that we are able to verify the benefit of Fubo’s CTV inventory and differentiate our audience from that of linear TV. Together with iSpot, we are giving advertisers independent verification and greater transparency into their cross-platform campaigns, which demonstrates the tremendous value of CTV,” said David Gandler, co-founder and CEO, Fubo.
“Ad sales remains an important growth driver for Fubo as we target profitability in 2025. As we expand our focus to more high-touch programs that drive engagement and greater brand affinity for our ad sales partners, demonstrating Fubo’s reach beyond linear audiences is more important than ever.”
Dan Loewenberg, VP, media partnerships, iSpot, said: “Brands understand there are unique and valuable audiences consuming premium content on streaming properties, but need independent, reliable measurement to scale investments across linear and streaming with confidence.”
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