Kantar's Launches TV Audience Tool RapidView

In the US, Kantar Media has launched a new planning tool called RapidView, combining consumer purchase data with return path data from set-top boxes (STBs), to enable media buyers and sellers to create and analyze TV audience profiles.

The new application builds on Kantar Media's existing global service - which TNS developed to provide tracking of the channels and ads viewers watch and the services they use.

Its first module, which will focus on the retail marketplace, combines data from the 100,000 national households which comprise the firm's DIRECTView service, with purchase behavior data from Kantar Shopcom, a database of transaction-level data for 231 million US consumers.

This, the firm says, enables media buyers and sellers to identify custom audiences that actually buy a specific brand or product category.

In addition to 'RapidView for Retail', subsequent modules will overlay data from DIRECTView with data sets from other categories, such as the automotive sector.

'RapidView represents return path data's full potential in delivering new insights when integrated with other data sources and is indicative of how audience measurement is being re-defined,' states George Shababb, President of Kantar Media Audiences North America. 'The accuracy of its insights enable media buyers to improve their advertising's ROI for more relevant media investments and make it possible for media sellers to demonstrate the value of their properties on a level not possible before.'

Web site: www.kantarmediana.com .

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

• Kantar Media
• All news
• MrWeb info