TiVo Ads Integrates Viewership Data into Tunnl for Local TV Planning

This partnership addresses the increasing fragmentation of TV viewing by providing more precise, localized audience data. For advertisers and agencies, it means more informed media allocation and campaign design with a clearer understanding of how specific audiences consume content across diverse local markets and viewing platforms. This move reflects an industry trend towards granular, privacy-compliant datasets as traditional national averages become less relevant. Watch for how this enhanced local data influences smaller, regional ad spend shifts and whether it drives increased investment in local programming across both linear and streaming platforms.

The collaboration between TiVo Ads and Tunnl builds on a broader industry push for more granular, actionable TV viewership data, especially at the local level. As noted by Wedoany (June 2026), advertisers often have complete data for national campaigns but face significant gaps when targeting specific locales, where viewing habits for news, sports, and entertainment can vary widely. This partnership helps address the need for deterministic, privacy-first TV viewership data to enable more informed localized placement decisions. Tunnl, in particular, has been actively expanding its data integrations; a previous announcement (Tunnl blog, April 2026) detailed a partnership with VIZIO to incorporate VIZIO’s TV viewership data into its platform. This indicates Tunnl's strategy to build a unified data stack, combining historical data, real-time signals, and identity resolution. The advanced-television.com (June 2026) coverage of the TiVo Ads partnership further reiterates that this integration aims to provide deeper visibility into how audiences watch TV across markets, ultimately supporting more accurate audience composition insights and improved reach/frequency modeling for both linear and streaming channels.