Kantar and Nielsen Link for Media Analysis in Ireland

Kantar Media TGI and Nielsen have teamed up to launch a new media analysis tool in Ireland, combining Nielsen's TV data with the TGI survey of consumers' brand and product use, attitudes and media habits.

The firms say the new Target Group Ratings (TGRs) provide 'more sophisticated' analysis of TV audiences, as they enable individuals to be profiled by standard demographics as well as other TGI data.

Eimear Faughnan (pictured), AD at TGI, comments: 'There have never been more TV choices for the viewer, making accurate targeting all the more important for advertisers in order to reduce media wastage. TGRs addresses this by giving users the ability to uncover new efficiencies for TV.'

Web sites: www.kantarmedia-tgigb.com and www.nielsen.com .