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Data Science, TV Data Insights

Understanding Household TV Viewing Behavior: How Many Unique Networks Does a Household Watch in a Month?

by Dawnis Chow @ Alphonso Data Science April 18, 2019 We humans are creatures of habit. It’s no surprise that these habits become evident in TV viewing data, allowing us to discern the personality of TV-watching households. Here we explore month-to-month consistency in the number of unique networks watched by viewers. We can see that households fall into distinct classes based on their behavior. In order to study the robustness of TV watching behavior over[…]

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Company

Fact Over Fiction: A Rebuttal to Samba TV

A message from Alphonso CEO Ashish Chordia Alphonso is aware that Samba TV, having suffered a significant defeat in court, is now trying to make lemonade out of lemons. In doing so, Samba TV is providing false or misleading information, both privately and publicly. Over the last several years, Samba TV has been saddled with several major problems, all significant challenges to its business. First, Samba TV is losing smart TV deals to competitors
, limiting[…]

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Insights

Super Bowl LIII TV Ad Highlights: Most Viewed, Most Favorable and More

See our Super Bowl LIII Ad Insights Center for all the metrics, brands, and creatives discussed here. With little scoring on the field, it seemed up to the advertisers to keep viewers engaged for Super Bowl LII as the Patriots ultimately overcame the Rams. Many brands scored big points with the TV viewing audience, including The Washington Post at the top of the viewership chart, and beverage giants Bud Light and Pepsi providing the most[…]

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News Coverage

Direct-to-consumer brands are ushering in the age of intelligent TV buying

This article by our CEO, Ashish Chordia, originally appeared in The Drum. Direct-to-consumer (DTC) brands that grew up on Facebook are spending as much as 75% of their media budget on the social media platform — an all-in type of customer acquisition strategy for the young and ambitious. The chance to target precise slivers of largely millennial consumers would assumedly optimize DTC companies’ limited budgets while giving them traction with the influencers and those people[…]

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News Coverage

For toothpaste brands, clean teeth are just table stakes

This article by our SVP of Research, TS Kelly, originally appeared in Drug Store News. There’s no such thing as ordinary toothpaste. That’s one of the first things a Colgate commercial will tell you—and when it comes to toothpaste advertising, it’s true. Toothpaste is now a Swiss army knife problem-solver. It should do things like eliminate bacteria (so you’re ready for bear hugs), whiten (so you can let yourself swish that red wine), or reduce[…]

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News Coverage

The Future of Television Will See Massive Waves of Digitization and Data Usage

This article by our CEO Ashish Chordia originally appeared in Adweek. We’re heading toward a golden age of television. Media history is repeating itself, and paying attention will pay off. In the 1990s when the internet hit computer screens, content came first. Ads and the data to optimize those ads soon followed, quickly blossoming into a multi-billion-dollar industry. Today, nearly 30 years later, it’s happening again—this time with the digitization of TV. Again, content came[…]

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Company

Tremor Video Renews TV Retargeting Deal With Alphonso

We’re thrilled to be extending our TV retargeting partnership with Tremor Video DSP. Our three-year partnership has produced amazing results for the top brands in the country, and we’re excited to be expanding into Canada in this next phase. Broadcasting and Cable caught up with Tremor’s Ofer Druker to talk about our work together, read the full article here. Tremor’s press release is below. Tremor Video DSP, the leading programmatic video platform, today announced the[…]

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Insights

The Bottled Water Wars

Diving into the TV advertising of two top bottled water brands – Poland Springs and Fiji Water – over the course of Q2 reveals two very different approaches to getting water into the hands of consumers. Poland Springs went “all in” with one commercial during the quarter, spending nearly $4.1 million on ad time – with a significant amount of airings on World Cup-related programming. There were airings on “Nightline,” “Master Chef,” and “American Idol”[…]

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Insights

OTC analgesic makers’ ads seek pain relief from private label

By: TS Kelly This story originally appeared in Drug Store News. Over-the-counter analgesic pain reliever tablets captured over $4 billion in sales in 2017, according to the Consumer Healthcare Products Association. Good news for brands in the category? Not so fast. Data from IRI shows that private labels took the lead over name brands last year, with aggregate sales of approximately $1.21 billion. Pardon the pun—but this is undoubtedly a major headache for big name[…]

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Company

Programmatic TV Future Coming Into Focus Slowly, But Surely

This op-ed by Alphonso CEO, Ashish Chordia, originally appeared in MediaPost. By now, you’ve likely heard all about how programmatic will one day remake the television advertising marketplace. But despite a decade of enthusiastic speculation, the market for automated, data-driven TV buying remains a long way away from reaching maturation. This year, it’s expected to account for a little over $2 billion in U.S. advertiser spend—less than 3% of the total television marketplace, according to[…]

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