Moonbug Entertainment has partnered with Washington-based iSpot.tv to try and solve the problem of measuring ad reach on connected-TV platforms in order to encourage more advertisers to carve out marketing spend for them. 

The companies will collaborate on measuring viewership data for Moonbug’s connected-TV apps, especially its Moonbug Kids channel, in order to gauge how many ad impressions they capture compared to linear TV. 

Moonbug already knows that most of its audience is made up of cord-cutters and digital-only viewers, but iSpot has found that 87% of Moonbug Kids’ streaming ads are reaching audiences that its linear channel ads aren’t. This stat highlights that there’s very little overlap between the company’s streaming and linear audiences, so Moonbug maintains that advertisers should also be looking at connected-TV options when planning their marketing strategies. 

iSpot is an appealing partner because it gathers ad data under strict compliance with independent safety certification service kidSAFE’s requirements. Other clients the company works with include The LEGO Group, Warner Bros. Discovery and Universal. 

The goal of this latest partnership is to show toy and other family-targeting advertisers that there’s strong value in using Moonbug’s channels for marketing—value that advertising exclusively on linear doesn’t fully leverage. 

Kids media companies operating in the OTT, FAST and connected-TV markets are still trying to figure out how to build ROI on platforms that kids advertisers haven’t fully embraced yet. But global ad revenue on FAST channels is expected to keep growing as more audiences and companies turn to these free content platforms.