Experian Data Added to Kantar DIRECTView Offer

Data and analytics giant Experian Marketing Services has partnered with Kantar Media to provide clients with analysis of their audiences by household attributes such as income levels.

The service - which combines aggregated demographic data with anonymous viewing behavior data - will be offered through Kantar Media's DIRECTView service, and forms part of the research firm's Data Partner Program. Originally developed by TNS, DIRECTView provides anonymous audience viewing behavior data from 100,000 satellite television subscribers of DIRECTV.

Kantar Media says the service enables measurement of the entire spectrum of live and time-shifted (DVR) audience viewing behaviors across more than 350 channels.

'DIRECTView clients will now be able to understand the composition of audiences whose viewing behavior they are assessing,' states Bud Breheney, Chief Commercial Officer of Kantar Media Audiences North America. 'With this level of granular insight, both media buyers and sellers will benefit through a greater ability to target messages and define audiences.'

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