Kantar Introduces 'TGI Standard Audiences' Segments

In the UK, WPP-owned Kantar Media has segmented data from its TGI consumer insight tool to make available a new range of pre-defined groups of consumers called TGI Standard Audiences, which can be used by advertisers to inform the programmatic trading and delivery of online advertising.

TGI, established by BMRB in 1969, measures consumer product and brand consumption, attitudes and media usage, and is used for consumer profiling, brand positioning, media planning and buying. The UK service draws on insights from 25,000 British adults each year, with multi-country comparability to help marketers anticipate global consumer trends.

In the UK, more than 50 TGI Standard Audiences have been identified including: people who love to buy new gadgets and appliances; consumers who buy free range food and drink; parents who agree they always buy the brand their children prefer; cinema-goers whose favourite film genre is thrillers; and households who spend more than £70 on the weekly grocery shop. If a target is not already defined as a TGI Standard Audience, it can still be reached using Kantar Media's Ad-Vantage service, through which users can build bespoke audiences for online targeting.

Richard Keogh (pictured), Head of TGI UK, comments: 'TGI's rich, in-depth mix of off-line and online insights are gathered in a single source survey direct from consumers, including an initial face-to-face interview. Combined with KBM Group's modelling techniques, TGI Standard Audiences break new ground in addressable and programmatic targeting.'

Web sites: www.kantarmedia.com and www.kbmg.com .