Dolans Buy Analytics Group, Launch Measurement Firm 605

NEW YORK: Dolan Family Ventures (DFV) has acquired Analytics Media Group (AMG) and has launched 605, a new independent audience-measurement firm.

DVF, which was recently launched by former Cablevision execs James L. Dolan and Kristin Dolan, has taken ownership of AMG, a data analytics and technology business with expertise in political, marketing and analytics. On the back of this, DVF launches 605, which has already established relationships with partners across the U.S. that provide extensive, privacy-protected, set-top box viewing data. The idea behind 605 is to offer independent audience measurement and analytics that optimize programming and marketing initiatives within the media, sports and entertainment industries. Kristin Dolan serves as CEO of 605 and Ben Tatta as president.

“Our experience in the industry tells us there are major gaps in audience measurement and television analytics in the current marketing and programming landscape,” said Kristin Dolan. “The acquisition of AMG and the subsequent launch of 605 immediately establishes a company with real scale, significant resources, profound analytic capabilities, extensive set-top box data and management experience. 605 is creating a new generation of products and services to enhance media buying, planning, programming and audience targeting. This fills a critical need for media and entertainment businesses in today’s rapidly changing viewing landscape.”

Tatta added, “As an early pioneer in the use of set-top box data for TV measurement and ad optimization, AMG has built one of the most advanced TV analytics businesses in the United States. We look forward to working with the AMG team to integrate data from our data partner’s set-top boxes to enhance and expand the lineup of custom-tailored solutions that 605 will bring to programmers and advertisers alike.”

“We have built a company that capitalizes on our deep expertise, understanding of data and technology and ability to make our findings valuable and actionable for our clients,” said Chauncey McLean, founder and chief revenue officer of AMG and now executive VP of client solutions at 605. “This is a remarkable moment for us—joining the 605 management team in leveraging the use of set-top box data to bring new, more expansive solutions to market.”

“AMG is an outstanding partner whose pioneering use of data and powerful insights have been of real value to Walmart,” added Aaron Bernstein, senior director of insights and advocacy at Walmart. “We are really pleased for the team there and excited about the formation of 605, which has the potential to make AMG’s solutions even stronger.”