605 Establishes Strategic Data Partnership with Charter Communications
July 25 2017 - 7:00AM
Business Wire
Charter makes investment in 605; Capitalizing
on significant industry movement towards data-driven
advertising
Representatives of Charter will join 605 Board
of Directors
605, an advanced data and analytics company focused on
the media and entertainment industries, today announced it has
established a strategic data partnership with Charter
Communications, Inc. (Nasdaq:CHTR), a leading broadband
communications company and the second largest cable operator in the
country, designed to fuel the growth of census-based TV measurement
and analytics while fully protecting customer privacy. To provide
further strategic direction, enhance collaboration and drive the
growth of the business, Charter will appoint two members to the
Board of Directors of 605.
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As part of the agreement, Charter will provide 605 with
aggregated and anonymized television platform data from all of its
cable system operations nationally. Charter will not share
customers’ personally identifiable data with 605. In turn,
605 will utilize its proprietary data infrastructure and
analytics capabilities to enhance advertising and campaign
measurement solutions for Spectrum Reach, the advertising sales
division of Charter. Spectrum Reach is an established leader in
driving multiplatform audience targeting and measurement for
national, regional and local advertisers and marketers across the
country.
“Charter is an important and strategic partner that brings a
powerful and significant data set to 605,” said Kristin
Dolan, Founder and CEO of 605. “Programmers,
distributors, advertisers and agencies are moving quickly to
embrace audience-based advertising and measurement and we are at
the forefront of this trend. We believe our efforts can accelerate
the transformation in the advertising industry’s approach to
measurement and accountability by moving beyond traditional ratings
to include impressions in buying decisions. Given our close and
longstanding relationship with their management team, we are
pleased to have Charter as our strategic partner at
605.”
“At Spectrum Reach, we are focused on being the marketing
platform of choice in every community we serve,” said David L.
Kline, Executive Vice President, Charter and President of Spectrum
Reach. “605’s data and analytics capabilities will
revolutionize our approach to advertising sales by improving our
ability to provide our clients with solutions to reach the right
target audiences and ensure that every dollar invested in
advertising with us delivers a real and meaningful return.”
Creating New and Innovative Data-Driven Advertising
Products
In May, Spectrum Reach introduced an innovative new product
developed in partnership with 605 for linear media planning
and optimization called the AudienceApp. The AudienceApp makes it
possible for Spectrum Reach customers to better identify and target
specific audiences on linear television and execute more effective
campaigns. Spectrum Reach will launch the product in Austin on
August 15 and complete the roll out across the company’s entire
footprint by mid-2018.
Spectrum Reach is providing marketers with solutions that
capitalize on a unique combination of media assets. This includes
access to premier cable programming on more than 50 of today’s most
watched networks. In addition, Spectrum Reach has national scale
through access to more than 100 DMAs across 41 states and 26
million homes. The division is continuing to invest in innovative
multiplatform targeting and measurement tools and has a dedicated
team of 2,700 sales and marketing professionals who have
unprecedented local market insight and knowledge.
Industry-leading Board of Directors that Spans Cable,
Programming, Advertising and Data
The initial Board of Directors for 605 will be comprised
of:
- James L. Dolan, Executive Chairman, The
Madison Square Garden Company
- Kristin Dolan, Managing Partner, Dolan
Family Ventures and Founder & CEO, 605
- David L. Kline, Executive Vice
President, Charter and President of Spectrum Reach
- James Blackley, Executive Vice
President, Engineering and Information Technology, Charter
Communications
605 was established by Dolan Family Ventures through its
acquisition of Analytics Media Group in November 2016. In forming
this partnership with Charter, 605 is furthering its ability
to offer unique, independent audience measurement and analytics
that optimize programming and marketing initiatives within the
media and entertainment industries. Investment banking firm PJT
Partners is providing consulting services to Dolan Family Ventures
and provided advisory support for the Charter partnership.
About 605
605 is a newly created fully-operational and
well-financed company that offers unique, independent audience
measurement and analytics that optimize programming and marketing
initiatives within the media, sports, and entertainment industries.
The company was created by Dolan Family Ventures through its
acquisition of Analytics Media Group and access to set-top box data
from an extensive network of partners across the country. To learn
more, visit our website at 605.tv.
About Charter
Communications
Charter (NASDAQ:CHTR) is a leading broadband communications
company and the second largest cable operator in the United States.
Charter provides a full range of advanced broadband services,
including Spectrum TV™ video entertainment programming, Spectrum
Internet™ access, and Spectrum Voice™. Spectrum Business™ similarly
provides scalable, tailored, and cost-effective broadband
communications solutions to business organizations, such as
business-to-business Internet access, data networking, business
telephone, video and music entertainment services, and wireless
backhaul. Charter’s advertising sales and production services are
sold under the Spectrum Reach™ brand. More information about
Charter can be found at charter.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20170725005231/en/
605Charlstie Veith,
347-746-0991Charlstie@605.tvorCharter CommunicationsMaureen
Huff, 203-428-0300Maureen.Huff@charter.com
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