BEE Deterministic Measurement: The Broadcasters’ Solution for Precise TV Reporting in smartx

The New Reality of TV Viewership

Not long ago, watching TV was a nightly, scheduled ritual and the only way for viewers to consume video. But today, the TV viewing experience has changed dramatically, evolving from a nighttime-only ritual to an anytime, anywhere — and on any device — ritual. Audiences are fragmented, and content is consumed across multiple devices and platforms, often by different viewers within the same household. This makes it increasingly difficult for advertisers and broadcasters to track viewership, measure campaign performance, evaluate incrementality across channels, and determine viewer engagement in a consistent way.

For decades, TV measurement relied on probabilistic models and panels, offering estimates rather than precise, deterministic metrics. Now, however, the infrastructure of TV is being reshaped. Internet-connected environments and HbbTV-enabled devices are enabling broadcasters to move beyond outdated measurement models and towards deterministic, data-driven measurement. For broadcasters, there is a strategic urgency to implement these new models as the market evolves. And for the first time on the supply side, there is a technical solution available to do just that — one that supports more reliable measurement, deeper audience understanding, and campaign performance analysis based on actual exposure.

The Solution: Deterministic Measurement for the Supply Side

Developed by our subsidiary Realytics, BEE (Brand Exposure and Engagement) is an award-winning deterministic TV measurement solution that tracks and analyses TV viewership and ad exposure across Linear TV (LTV), Connected TV (CTV), and Addressable TV (ATV). Unlike traditional probabilistic methods, BEE leverages first-party broadcaster data — such as HbbTV signals, log-level data, and device IDs — to measure campaign performance with precision. 

BEE is now integrated into smartx, our holistic Supply-Side Platform (SSP) and ad server. This means deterministic, convergent TV measurement is available directly — and automatically — within the adtech platform that broadcasters already use to manage inventory, activate campaigns, and generate reports. And it is easily enabled with no extra integration needed.

What BEE Can Do

BEE provides broadcasters with a powerful suite of post-campaign analytics, including:

• Incremental Reach
  Daily insights into how LTV, ATV, and CTV environments each contribute to overall campaign reach.
  
• Overlap & Deduplication
  Visibility into how environments intersect — helping to identify overlap, optimise spend, and enhance cross-screen strategy.
  
• Contact Class Breakdown
  Understand how frequently the audience is exposed on different supports — LTV, ATV, and CTV — enabling more precise frequency management and media planning.
  
• Cross-Channel Contribution
  Clearly quantify the added value of each environment. For example: How much incremental reach is CTV delivering? Is ATV adding meaningful exposure beyond LTV? How can I better target CTV and ATV in order to deliver the most incremental value to LTV?

Advantages for Broadcasters and their Advertiser Clients

With the integration of Realytics’ BEE into the smartx platform, broadcasters now have a unified solution that streamlines measurement, optimisation insights, and reporting across all TV viewing environments. Here are some of BEE’s key advantages for broadcasters in more detail:

• Enhances advertiser relationships: By providing advanced deterministic data, including in-depth and transparent audience metrics, broadcasters can differentiate their media offerings and be a valued, trusted partner for advertisers.
• Maximises internal data for strategic planning: Fully utilising owned, first-party data enables broadcasters to develop powerful internal databases, which will allow for smarter, informed decision-making.
• Provides seasonal insights and industry benchmarks: With consistently measured, high-quality data, broadcasters can track patterns across different industries and timeframes and develop value-added benchmarks, trend analysis, and performance KPIs for clients.
• Delivers on-demand analytics for advertisers: With actionable, up-to-date insights always available — such as reach, frequency, and incremental lift — broadcasters are able to support advertisers in optimising their campaigns.
• Powers product innovation: The advanced measurement data BEE automatically provides can be used to inform product development, such as new advertising products, packaging models, optimisation tools, and campaign activation strategies (for example, focusing on reach, frequency buildup, or reminder targeting).
• Offers performance-driven campaign models: BEE’s deterministic measurement opens up new opportunities for offering different pricing models for campaigns based on real-world outcomes, such as cost-per-visit or cost-per-conversion models.
• Proves the potential of convergent TV: By applying digital best practices to TV, broadcasters can ensure TV plays a measurable and impactful role in the media mix. With simplified and efficient planning, cross-screen and cross-platform consistency, and performance accountability, BEE shows that convergent TV delivers the huge audience-reaching potential it has long promised.
• Centralises reporting in one single hub: smartx acts as a one-stop-shop for all campaign-related reports, allowing broadcasters to efficiently access, track, and manage performance data across all environments from a single, unified platform.

For broadcasters’ advertiser clients specifically, adopting BEE also offers many significant benefits. Advertisers gain cross-platform audience insights, enabling them to optimise targeting strategies and manage frequency across LTV, ATV, and CTV. With detailed data on incremental reach, advertisers can allocate budgets more effectively, reducing ad waste and maximising campaign effectiveness. Additionally, the data-driven performance feedback from BEE allows for agile campaign optimisation, enabling advertisers to apply learnings from one campaign to the next, driving improved results and higher ROI.

Turning Insights into Opportunities

In an increasingly complex media landscape, broadcasters must do more than deliver impressions — they must demonstrate impact. With smartx, smartclip empowers broadcasters to own the data, lead the measurement conversation, and drive meaningful results for their clients.

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