calibration panel

The TV industry still can’t agree on the point of panels. They’re a necessary resource for measurement, but there’s no consensus about how to actually build or use them.

Smart TV manufacturer VIZIO announced a census-representative panel built using automatic content recognition data from Inscape, VIZIO’s ACR data subsidiary. VIZIO has access to ACR data from roughly 21 million smart TVs, and Innovid is one of the first measurement providers to use VIZIO’s so-called “National Representative Panel.”

Broadcasters have long been dissatisfied with Nielsen’s panel-based approach. But now, panels are making headlines again as a fresh way to measure streaming and TV consumption. But this time, the TV industry says it’s talking about “calibration panels,” not audience panels.