On Thursday, NBCUniversal and HyphaMetrics announced a new partnership to provide NBCU with next-gen data measurement capabilities.
Using HyphaMetrics’ UNIeVista Panel, NBCU looks to benefit from granular tracking of every media exposure in a home—from linear TV and streaming to gaming and user-generated content—on every screen, down to the individual, according to the companies.
This is the first product for HyphaMetrics in seven years, following litigation with measurement giant Nielsen. HyphaMetrics was cleared in a patent infringement case against Nielsen last August.
As a result of the new partnership, NBCU becomes the first official licensor of HyphaMetrics’ UNIeVista Panel and will have access to data from 5,000 participating households by mid-2026.
“Our work with HyphaMetrics is an important step in modernizing how we understand how people actually watch and engage with our platforms today,” said Brian West, senior vice president, data & measurement strategy, NBCUniversal. “By accessing comprehensive behavioral data across all devices and all content and ads, we can make even smarter decisions about how media consumption can be understood, valued, and optimized—creating more relevant experiences for audiences and greater value for our partners.”
Leveraging advanced AI to produce proprietary metrics to enable data unification, the UNIeVista panel’s goal is to capture omnichannel TV and cross-device experiences in real time.
Speaking to ADWEEK, Joanna Drews, co-founder and CEO of HyphaMetrics, said that measurement systems haven’t kept pace with consumers as consumer viewing habits have changed, mistakenly treating homes as monoliths.
“Traditional tools struggle to reflect that full picture, and that’s where Hypha’s technology comes in,” Drews said. “We offer the unique ability to capture what was previously considered ‘unmeasurable,’ creating opportunities for a company like NBCU to showcase the full breadth of its capabilities and unlock better audience experiences and value for partners.”
Drews noted that it has become harder for media companies and advertisers to know exactly how consumers are engaging with content, since it is distributed across multiple platforms.
Reflecting on NBCU’s recently concluded Legendary February, comprising the Super Bowl, the Winter Olympics, and the NBA All-Star weekend, Drews pointed out how consumers engage with these events by watching them across multiple screens or even multiple events on a single screen.
These now-commonplace environments create a measurement challenge, especially when using solutions designed for linear TV.
Drews said this provides NBCU “an opportunity to demonstrate how a unified approach—through the UNIeVista panel—can provide a clearer view of audience behavior across those environments.”
