JD Power and Associates and Kantar Media have partnered to integrate auto buyer data with stats on television viewing behavior, promising clients the ability to identify the most-watched shows among buyers of particular vehicle types.

The move follows a similar alliance announced last month by multi-screen measurement specialist Rentrak and auto specialist Polk.

The latest initiative merges set-top box (STB) return path data from Kantar Media with retail auto transaction information from the Power Information Network (PIN), providing insights into TV viewing habits segmented by purchase of specific auto brands.

Steve Witten, JD Power’s Executive Director of Global Automotive Business Development, comments: ‘Linking the depth of data from our PIN with Kantar Media's methods of data collection and analysis will help yield innovative new products that will assist automakers, dealers and other key industry stakeholders in gauging return on marketing investments.’

Kantar Media’s Chief Commercial Officer Bud Breheney says the collaboration will offer media buyers and sellers a ‘greater understanding of how to reach the consumers they want’.

Web sites: www.jdpower.com and www.kantarmediana.com .

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