Kantar Rolls Out Audience Data Service

Kantar Media is launching Audience Advisor, which will use Return Path Data (RPD) from more than 1 million multichannel television subscribers to give second-by-second data on audiences, projectable to a national footprint of nearly 100 million households.

The service, which the firm says builds on 'ongoing data acuity initiatives' being conducted in its exclusive RPD Lab facility, promises 'deep, robust analyses into the tuning behaviors of consumers', including program engagement and commercial ratings. It will also allow audience segmentation based on household-level attributes, demographics and purchase behavior, by integrating with purchase behavior and demographic data from third party partners including Experian Marketing Services, J.D. Power and Kantar Shopcom.

George Shababb, President of Kantar Media Audiences, says the new service is 'a natural evolution of the audience measurement work that Kantar Media began when it pioneered RPD for analysis of television viewing behavior', adding: 'The complexity of the marketplace has increased the need for broader, more comprehensive insights but only if they are based on quality data.'

Households sampled are subscribers across Multichannel Program Distributors (MVPDs).

Two weeks ago, Kantar rolled out an app version of its InfoSys+ TV audience analysis service, allowing broadcast audience data to be viewed on mobile devices.

Web site: www.kantarmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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