While major consumer shifts in viewing habits continue to upend how marketers reach them, it seems everything “old” is new again. Case in point: 18% of TV households still report having a digital antenna and watching TV over the air (OTA).

When you take into account that according to Pew Research, local TV over-the-air advertising revenue in 2023 was $15.4 billion and is expected to increase to $18.8 billion in the 2024 election year (a 3.4% increase), it’s mission critical that the local TV industry have the most comprehensive datasets in order to drive budget optimization, shape effective business strategies and maximize inventory.

But measuring these viewers and finding audience insights from local OTA TV signals has remained a challenge for a shifting industry. Enter Inscape Tuner Data, which expands coverage of local stations by tapping directly into built-in digital tuners on Smart TVs in every US market region – increasing Inscape’s coverage to thousands of local stations!

Specifically, while Inscape’s award-winning ACR technology is always running to identify content and commercials on the TV screen, its Tuner Data will layer on additional data points collected directly from built-in televisions tuners to supplement exposure signals for smaller markets. The industry will now be able to have the necessary data to finally optimize local ad spend with granular device-level data; to help content strategy and analyze audiences holistically across national and local TV markets in a singular feed.

To learn more about Inscape Tuner Data click HERE.