There’s a new television season coming up this fall, and that means new insights about product placement are here.
Placed, the Seattle location analytics startup, today released new numbers that look at how television watchers engage with brands who spend money to get in front of viewer eyeballs. According to the study, companies will spend $66.4 billion in 2013 on TV advertising.
Measuring location data activity directly with mobile survey questions, Placed found that people primarily watch television shows through cable TV and on-demand programming. While set-top boxes may be the darling of analysts, only 17 percent of respondents said that they used one to watch TV shows.
If you’re looking to reach people for a car tech startup, ESPN looks like your best bet. Overall, people who watched shows on the cable sports network were more likely to visit car dealerships than any other network.
As it turns out, customers of different wireless carriers are looking forward to different TV shows this upcoming season. If you’re an AT&T customer, odds are you’re looking forward to “The Biggest Loser,” while T-Mobile subscribers are going to be watching Bill Nye on “Dancing with the Stars.” There is one thing Placed’s data says people agree on: they’re all going to be watching NBC.
Placed, which raised $3.4 million from Madrona Venture Group and others about 18 months ago, uses measured locations that are aggregated across thousands of users to provide analytics to third parties. For example, the company put out a revealing study in February about how Amazon is impacting brick-and-mortar retailers.
By measuring more than 100 million locations a day across more than 100,000 U.S. users who have opted-in to share their location, Placed Insights is able to measure around 1,000 businesses per day across 130 categories. That data is combined with extensive metadata and proprietary modeling, then normalized to represent the U.S. population.
Placed also offers a product called Placed Affiliate that lets developers monetize location data for market research instead of ads.
Blair Hanley Frank is a technology journalist based in the San Francisco Bay Area. He has also worked for Macworld, PCWorld and TechHive. He can be found on Twitter @belril.