Nine Major TV Companies in Partnership to Tie Commercials to Business Results

May 13, 2026 5:00am PT

Nine Major TV Companies in Partnership to Tie Commercials to Business Results

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Brian Steinberg

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Brian Steinberg

Senior TV Editor

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Cheyne Gateley/VIP

A+E Global Media, AMC Global Media, Fox, Hallmark Media, NBCUniversal, Paramount, Scripps Networks, TelevisaUnivision and Warner Bros. Discovery have struck a partnership with Open AP that aims to introduce a single, standardized way to connect exposure to TV commercials with business results, the latest in a broader industry push to rely more heavily on non-traditional audience measures.

OpenAP and the media companies will launch a pilot phase that involves select advertisers, agencies and measurement firms. Early work will focus on demonstrating the benefits of a unified approach to measuring so-called business “outcomes,” which might encompass anything from visits to a car showroom to requests for coupons made via an interactive QR code that appears alongside a streaming ad. Initial results would be shared at key industry moments over the next year.

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