Smart TV data is a vital input for media measurement solutions as it provides a view of traditional
television whose viewing is decreasing and newer over the top (OTT) viewing and activities whose
viewing is increasing, has national representation, and scale of data to support advance buying
and measurement insights.
This project’s objective is to assess the various options for enhancing the value of Smart TV data, identifying a range of practical initiatives that could materially improve the use of the data for measurement purposes and stand a reasonable prospect of being supported by a critical mass of industry stakeholders.
