Fox and iSpot are expanding their measurement partnership to give advertisers faster data on whether their TV and streaming commercials drive real business "outcomes", such as movie ticket purchases or car showroom visits, rather than just tracking viewer reach. The move reflects growing pressure from advertisers, particularly in the streaming era, to prove that ad spend translates into tangible consumer action rather than simple impressions.

The expanded deal builds on a relationship dating back to 2015, when Fox first adopted iSpot's real-time TV ad measurement tools, and will make outcomes data available to all Fox clients—not just the biggest spenders—far more quickly than the roughly six-week delay previously typical. Fox research executive Kym Frank said the aim is to help clients determine "did what I buy work?", while iSpot's Stuart Schwartzapfel said the data would also benefit small and medium-sized advertisers using connected-TV platforms. It follows a similar, though contentious, measurement alliance between iSpot and NBCUniversal, which faced pushback from media buying agencies.