MediaRadar integrates VideoAmp viewership data into its ad intelligence platform to help brands, agencies and publishers better understand advertising value, share of voice and competitive performance

MediaRadar today announced the integration of ratings from VideoAmp into its industry-leading advertising intelligence platform. This deal brings together MediaRadar’s granular TV ad occurrence and spend data with VideoAmp’s advanced national and local TV audience ratings to deliver a more complete view of advertising value, audience reach and competitive performance.

By integrating audience viewership insights directly into MediaRadar’s ad intelligence platform, joint customers gain access to spot-level commercial viewership data, enabling true ad-level analysis rather than relying on average program ratings. The result is a more unified approach to competitive analytics and media planning, rooted in an apples-to-apples view of the value delivered by media investments.

With these capabilities, customers can:

• Evaluate advertising performance by connecting audience ratings with TV ad occurrence and spend insights
• Benchmark share of voice within advanced audience segments, not just total households
• Understand the competitive reach and value of advertising schedules to identify whitespace and optimize media strategies

This enhanced offering reflects a longstanding collaboration between the two companies. For more than a decade, MediaRadar has provided VideoAmp with comprehensive TV ad occurrence data that supports its measurement capabilities. This expansion builds on that foundation, driven by growing demand for interoperable analytics that connect ad delivery with audience insights across today’s converging TV landscape.

“The future of advertising depends on greater connectivity across data and measurement environments,” said Matt Krepsik, CEO at MediaRadar. “By deepening our partnership with VideoAmp, we’re giving clients more choice and transparency in how they analyze advertising performance, audience reach and competitive activity across today’s evolving TV ecosystem.”

“MediaRadar is one of the most widely used intelligence resources in advertising, it’s the platform the industry turns to when it needs to understand what’s happening in-market. Being selected as a foundational data source for their TV measurement capability is an honor,” said VideoAmp Chief Revenue Officer, Bryan Goski. “We’re at a turning point in how TV audiences are measured, and we look forward to better serving our joint customers in this next chapter alongside one of advertising’s most essential platforms.”