MVP’s viewership panel allows for in-depth analysis that goes beyond just simple viewership, providing  insights into the behavior of watching a sporting event. Direct set-top box return data can be combined with additional datasets, such as social volume by time, play-by-play data, or any other dataset related to event consumption behavior. Anonymous user data is tracked by device ID, allowing for analysis such as how many of a team’s games a specific device watches over a season or what other programming a device watches before landing on a specific sporting event.