The Madison Square Garden Company Teams Up With Cablevision Systems Corporation For Valuable Audience Analytics and Insights
The Madison Square Garden Company has teamed up with Cablevision Systems Corporation to provide MSG with meaningful audience analytics and insights based on Cablevision’s census-level audience data. MSG will use these comprehensive analytics across the company to optimize television viewing and ad placement and pricing, as well as marketing campaigns that focus on ticket sales and engaging sponsorships and advertisers, enabling the company to better serve and grow its customer base.
MSG is also planning a pilot with Cablevision to test making its MSG and MSG+ networks addressable to the household for advertisers within the Cablevision footprint. The two regional sports networks will use this capability, in conjunction with the data analytics, to enable them to selectively segment their audience and serve with different ads for the execution of efficient and effective targeted marketing, sponsorship and sales campaigns.
“Improved measurement and analytics can be used companywide to help us achieve our goals – whether it’s understanding our fans and viewers or recruiting new customers,” said Tad Smith, president and CEO of The Madison Square Garden Company. “Having the right information is a critical step to our helping our sales partners ensure they get the right message to the right audience. We believe in the importance of using data analytics to drive growth and will continue to explore additional opportunities to expand upon this strategy.”
Cablevision introduced census-level audience data early last year to support audience discovery, media planning and campaign optimization for programmers and other advertisers. Census-level audience data combined with addressable TV advertising provides marketers a high level of precision in reaching target audiences and is based on
Cablevision’s aggregated, de-identified data from millions of households in the New York market. Cablevision utilizes multiple administrative, technical and physical security measures to ensure privacy compliance.