Pursuit Channel chooses DirectView Service for audience measurement and insights
Pursuit Channel, the only outdoors network active and endemic to every U.S. satellite household, chose the accuracy of DIRECTView as the keystone for reporting on the activities of its market-leading 38.5 million household U.E. audience. This is being augmented through integration with household attribute data from Experian to provide insights into Pursuit's target demographic of men aged 25 to 54. The integration of Experian data with RPD is a core feature available through Kantar Media's DIRECTView service.
DIRECTView, one of the largest national audience services of its kind in the United States, utilizes Return Path Data (RPD) from set-top boxes to anonymously measure the entire spectrum of live and time-shifted (DVR) audience viewing behaviors.
"Kantar Media is glad to partner with Pursuit Channel for a multi-year deal to explore audience insights using our syndicated DIRECTView return path data service," says Bud Breheney, Chief Commercial Officer, Kantar Media Audiences North America. "The Pursuit team impressed us with their dedication to research and understanding what programming works best for their dedicated audience. This is evidenced in the solid growth of unique households tuning to Pursuit beginning late Summer/Fall 2011, making it the outdoor network with the largest reach across all dayparts in DIRECTV's national footprint."
"The initial measurement of our audience confirmed what we longed believed," says Rusty Faulk, CEO of Pursuit Channel. "That no outdoors network reaches more satellite viewers than Pursuit Channel. It is that ability to quantify our audience that was not possible prior to DIRECTView and that is essential for networks such as ours that previously were not measured. It is essential verification for our advertisers and enables us to better monetize our programming."