• by Wayne Friedman , January 8, 2014

LAS VEGAS -- Looking to grab even more transparency, TV audience-targeting company Simulmedia offers two new TV advertising tools -- free of charge. It's all part of what Simulmedia calls its “access to the world’s most open TV audience database.”

Under its Open Access Project initiative, the database gives advertisers and agencies an inside look at audience-targeted TV advertising and the process Simulmedia uses to target, reach and report on TV audience delivery, all to “bring more transparency and insights to TV advertising.”

Under its Plan tool, Simulmedia’s data-driven forecasting methods can provide estimates on how much of the audience can be reached on TV for their next TV ad campaign. Its Report tool provides a view into the campaign measurement and advanced reporting that Simulmedia provides to its clients.

These two tools, Plan and Report,  join Simulmedia’s Research, formerly called Brand Analytics. Research provides historical TV campaign information -- past TV campaign results that can inform future TV spend. Simulmedia has national TV ad campaign data for nearly 5,000 brand advertisers.

This past July, Simulmedia offered a free historical calculator delivering TV promotion programming cost benchmarks looking to help TV marketing executives take much of the guesswork out of evaluating TV program ad campaigns.

“We are always hearing interest in benchmarks,” Dave Morgan, chief executive officer of Simulmedia, told Media Daily News at the time. “It’s not guesswork any more.”

Using historical TV rating analysis of some 500 programs over the last four years, Simulmedia developed a "cost per converted viewer" calculator allowing TV marketers to evaluate efficiency of their paid-media schedule for a TV program.

In a given year, some $6 billion is spent -- or placed in value -- for TV program promotion, according to Simulmedia. About 80% comes from “in-house” network inventory. Around $1 billion comes from paid media, including some barter arrangements that some networks -- mostly cable -- may have with each other.

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