Pay-TV sales house Multi Channel Network (MCN) has struck an ad spot monitoring deal with Xtreme Information Services that will start in 2009.
Xtreme beat Nielsen in a competitive tender for the service, which will provide verification of advertising logs belonging to 48 subscription channels.
The information on advertising schedules will be shown to advertisers to enable them to check their TVCs have been shown as agreed. Details of competitors’ ads won’t be sold to clients, but it’s understood this could be the next phase of Xtreme’s work with MCN.
The agreement means that, for the first time, the advertising that runs on pay-TV will be independently monitored and verified.
MCN said the service will start on 1 July 2009, although Hugh Gibson, managing director of Xtreme, felt the roll out date could be pushed forward.
“We will start testing the service on 1 January and we’d hope to bring forward the start date,” he told B&T Today.
“This process began in February but it has been very long as pay-TV has around 50 different stations and there are a lot of people involved.” Gibson claimed his company’s next day service had helped it win the pitch.
Anthony Fitzgerald, chief executive of MCN, added: "Xtreme Information provided us an outstanding proposition which will deliver leading edge analysis and provide an economical approach to spot verification.
“These two capabilities will help demonstrate subscription TV's advantages to advertisers – high value audiences, targeted advertising environments, significantly lower levels of commercial content and complete accountability.”
