Sports-first live TV streaming platform Fubo has announced a partnership with iSpot to bolster connected TV measurement across its premium video advertising inventory.
Leveraging iSpot’s Unified Measurement capabilities, Fubo can now quantify ad impressions delivered to incremental households not reached on linear TV, along with person-level audience estimates to account for co-viewing.
An iSpot measurement study for three major advertisers across distinct industries found that on average, 40% of ad impressions served on Fubo reached incremental households that are inaccessible on linear TV. Findings like these continue to bolster previous data from iSpot and NBCUniversal, highlighting the ideal mix of CTV advertising (30-40% of budget).
With over 55,000 live sporting events each year, Fubo is uniquely positioned to afford 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.
The partnership with iSpot is one component of a broader initiative to reimagine Fubo’s CTV ad measurement to arm advertisers with attributable, concrete results. Using iSpot’s 40 million smart TV footprint and second-by-second attention measurement for all TV ads across linear, Fubo advertisers will have rapid insights and cross-platform context to make informed decisions.
“Brands understand there are unique and valuable audiences consuming premium content on streaming properties,” said Dan Loewenberg, VP, Media Partnerships at iSpot, “but need independent, reliable measurement to scale investments across linear and streaming with confidence.”