VideoAmp has reached an agreement with Family Entertainment Television (FETV) to serve as the broadcaster’s first alternative currency provider for its core channel and the family-friendly cable network Family Movie Classics (FMC), the companies announced this week.
The deal will allow FETV and FMC to use VideoAmp’s audience measurement and advertising currency tools across their portfolio, giving the independent broadcaster access to the same type of data-driven advertising products that have increasingly been adopted by larger media companies and agency groups.
Terms of the agreement were not disclosed.
VideoAmp said the arrangement will bring what it described as “currency-grade” measurement, audience insights and advanced data capabilities to FETV and FMC. The company said those tools are intended to help advertisers better evaluate audience delivery across linear television and digital platforms, while also giving FETV and FMC more flexibility in how they sell commercial inventory.
“FETV has built an incredibly strong portfolio of networks with highly engaged audiences,” Bryan Goski, the Chief Revenue Officer of VideoAmp, said in a statement. “By adopting VideoAmp’s measurement and currency capabilities and extending into outcomes, they are bringing greater precision, flexibility and transparency to buyers and setting a new standard for how independent broadcasters can transact and perform in today’s market.”
Under the agreement, FETV and FMC will use VideoAmp’s technology to support ad sales and campaign measurement across several areas, including cross-platform audience measurement, demographic and data-driven currency guarantees, sales lift and attribution tools, and content analytics.
The companies said the cross-platform measurement tools will allow advertisers to evaluate reach and frequency across linear and digital viewing. VideoAmp will also support currency guarantees for both demographic-based and data-driven linear transactions during the upfront and scatter markets.
The agreement also includes full-funnel outcomes measurement, which VideoAmp said will help advertisers determine whether campaigns running on FETV and FMC are producing business results. Content analytics tools will give the networks access to national television viewership insights that can be used to evaluate audience value and inform programming decisions.
“We believe the future of television advertising will be increasingly driven by data, flexibility and measurable outcomes,” Adam Sumrall, the Executive Vice President of FETV and FMC, said in a statement on Wednesday. “Partnering with VideoAmp marks an important step forward for us as we continue to enhance our advertising capabilities and expand opportunities for agencies and brands to reach our loyal, family-friendly audience.”
The deal comes as television networks, advertisers and agencies continue moving away from exclusive reliance on traditional Nielsen ratings toward alternative measurement currencies. VideoAmp has been among the companies seeking to capture more of that business by offering tools that combine large data sets, identity technology and advertising outcome measurement.
VideoAmp said it now supports 11 major agency groups, more than 1,600 advertisers and nearly the entire television advertising ecosystem. The company said currency adoption using its platform has grown from $20 million in 2022 to a projected $6 billion in currency and measurement commitments for 2026.
FETV launched in 2013 and airs a 24-hour schedule of classic television series and movies. The network is distributed across cable, satellite and virtual pay television platforms. FMC, which launched in 2021, focuses on classic movies aimed at family audiences, including the network’s “John Wayne Friday Night Feature.”
