en.Wedoany.com Reported - On June 4, US TV data and advertising solutions company TiVo Ads announced a partnership with audience intelligence platform Tunnl to integrate TiVo's large-scale TV viewership signals into the Tunnl platform, helping brands, agencies, advocacy organizations, and media companies gain a more granular understanding of TV viewing behavior in local and regional markets.
The core of this partnership lies in supplementing the granularity of local TV data. Advertisers typically have access to relatively complete coverage, frequency, and audience composition data for national campaigns. However, when drilling down to cities, states, local TV markets, or regional media mixes, differences in viewer behavior become significantly amplified. Viewing habits for news, sports, entertainment, public affairs programming, and local channels vary across different markets. Relying on coarse-grained data for budget allocation can lead to under-coverage, frequency waste, or mismatched target audiences. By integrating TiVo Ads' deterministic, privacy-first TV viewership data into the Tunnl platform, media planners can observe real viewing behavior across different markets, content formats, and channel networks within the same workflow, thereby enhancing their ability to make localized placement decisions.
Tunnl itself is designed for scenarios such as brand communication, public affairs, advocacy advertising, and media planning, emphasizing the connection between research, audience insights, media planning, activation, and measurement. With the integration of TiVo data, the Tunnl platform will gain stronger local and regional program coverage capabilities, particularly helpful for clients analyzing the reach relationship between linear TV and streaming channels. For TV ad buyers, the real need is not whether a single channel has traffic, but rather where target audiences appear—in which markets, programs, screens, and time slots—and whether different channel combinations can deliver more reasonable coverage and frequency. This partnership embeds TiVo's TV viewership signals into Tunnl's audience intelligence system, helping transform TV viewership data from standalone reports into operational assets directly usable for daily media planning and placement decisions.
From the perspective of ad tech evolution, local TV is regaining data value. In the past, digital advertising captured significant budgets due to its trackability, targeting capabilities, and real-time optimization, while traditional TV, especially local TV, lagged in granular measurement. However, with the continuous development of connected TV, automatic content recognition, cross-screen measurement, and privacy-compliant data collaborations, TV advertising is now gaining stronger audience identification and performance analysis capabilities. The partnership between TiVo Ads and Tunnl is centered around this shift: local TV is no longer solely reliant on ratings and experiential buying but can combine deterministic viewership data, identity resolution, historical research, and real-time signals to provide advertisers with a data-driven decision-making path closer to that of digital advertising.
This partnership holds particular practical significance for public affairs and advocacy advertising. Political campaigns, policy initiatives, local brand communications, and industry organization promotions are typically highly dependent on regional differences, with varying issues of concern, viewing habits, and influence pathways across different cities, communities, and media markets. More granular TV data can help these clients determine which local programs truly reach target audiences, which markets require additional budget, and which channel combinations can reduce duplicate exposure. For media companies, improved data visibility also helps demonstrate the value of local content and regional programming to specific audience segments, thereby enhancing the commercialization efficiency of local TV inventory.
The subsequent effectiveness of the partnership will depend on the degree of integration between TiVo's viewership data and Tunnl's existing audience models, research data, identity resolution, and media planning tools. If integration proceeds smoothly, advertisers can complete audience insights, market selection, media allocation, coverage frequency modeling, and performance evaluation within a more unified data stack. As TV viewing becomes further fragmented, the advertising market's demand for "real viewing behavior" will continue to rise. The collaboration between TiVo Ads and Tunnl also indicates that competition in TV advertising data is shifting from national-scale samples towards localized, actionable, and privacy-compliant audience intelligence systems.
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