ACR measures TV, but it isn’t the whole drink, TiVo exec argues
TVREV’s J.P. O’Keefe argues automatic content recognition was built for reach extension, not precision measurement, and local content matches worst against ACR’s reference libraries, leaving roughly a third of smart-TV homes outside ACR data entirely.
Why it matters. Buyers transacting on ACR alone risk relying on numbers that can legitimately diverge between vendors reading the identical signal, since confidence thresholds are set commercially and rarely disclosed.
Signal from TVREV · J.P. O'Keefe · read the original.
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