TV data company, Alphonso, on Monday launched a software-as-a-service (SaaS) offering, dubbed Alphonso Insights, which is designed to enable agencies and brands to carry out real-time analysis of the consumption of TV content and advertising, and obtain closed-loop attribution on TV media spend. Metrics provided by the "always-on" Alphonso Insights dashboard include total airings, share of voice, estimated spend, audience reach, locations visited and purchases made. 

According to the company, Alphonso Insights--which is offered both in a free, "basic" version (for research, reporting and competitive comparisons of various campaign metrics) and in a paid-subscription version (the latter includes, among other things, closed-loop offline and online attribution)--is already being used by over 200 brands and agencies; and draws on a data set of linear-TV content that is "scraped" and catalogued automatically from 200+ broadcast and cable networks, and overlaid with advertising-consumption data from 30 million US households--all in real time. This, the company says, means that the solution "knows precisely what ads have aired alongside which programming [and] knows which viewers have been exposed to that content across its entire footprint."

Alphonso co-founder and CEO, Ashish Chordia, recently spoke to [itvt] Editor-in-Chief, Tracy Swedlow, about Alphonso Insights. An audio recording of the interview is available here. Attendees of this week's 4A's Transformation event in Los Angeles can also receive demos of the solution in Alphonso's booth (S3).\