Our flagship product, Hive Media, has partnered on a joint offering with 605, an advanced data and analytics company focused on the media and entertainment industries. This joint offering is designed to provide deeper insights into both paid and earned media on TV.

Currently, Hive Media ingests over 200 channels of broadcasted TV across the US and Europe, and our deep learning models identify and tag the footage with brands, celebrities, and objects in real-time. For example, our models can recognize a logo on a basketball jersey, TV personalities on talk shows, and violence that occurs during an episode. In doing so, Hive Media is adding over 500 million metadata tags per day from nationwide channels to a growing number in the billions.

While it is useful to understand what is on TV at any given moment, what makes this information even more valuable is to understand its relationship with viewers. How many viewers actually saw that ad? Did it meaningfully resonate with them? And most importantly, to what degree did it influence measurable, actionable results?

Here is where 605 comes in. 605, a newly created analytics company by Dolan Family Ventures, offers audience measurement and analytics that optimize programming and marketing initiatives within the media, sports, and entertainment industries.

Complementing Hive’s understanding of on-screen content, 605 understands the audience reaction to it. 605 offers independent audience and attribution analytics that leverage large, complex data-sets. Their data combines scientifically-proven methods with one of the industry’s largest TV viewership datasets available. Unlike traditional sample-based approaches, 605 utilizes census-level data to deliver more accurate, granular and actionable results.

As part of the agreement, 605 will be providing aggregated, second-by-second viewership data to Hive Media’s tagged TV content. The combination of the two will deliver comprehensive content analytics that will provide powerful insights for marketers and programmers seeking a deeper understanding of brand exposure and audience engagement within linear TV content. Example of analytics include measuring audience sizes, tune-in/tune-out conversion, and even correlating point-of-sale purchases to viewership data.

“We are excited to finally start understanding the wealth of TV data we have at our disposal,” said Kevin Guo, Co-Founder and CEO of Hive. “Having 605 as our partner will be invaluable in this process. When we combine our tagged content with 605’s viewership data, we can extract incredibly powerful insights to help broadcasters and brands optimize their on-screen strategies.

“Hive Media’s ability to capture both paid and earned brand exposure on more than 200 linear channels is truly unique,” said Ben Tatta, Co-Founder and President of 605. “This partnership is an important step forward in our effort to fill the measurement void in television and to provide clients with deeper, more valuable insights into the impact of TV.”

Hive Media will be debuting the joint offering at this year’s NAB Show, taking place at the Las Vegas Convention Center in Las Vegas, NV from April 9, 2018 through April 12, 2018. We’ll be exhibiting both at our own booth (SL10030), and as a partner of IBM Watson (SL5305). Come drop by to see what we’ve been working on!

You can read more about Hive and 605’s joint offering in our press release.