Kantar Media launches Audience Advisor
Kantar Media is launching an advanced television audience measurement service that provides precise second-by-second data projectable to a national footprint of nearly 100 million households representing subscribers across Multichannel Program Distributors (MVPDs).
The syndicated service, Kantar Media Audience Advisor, utilizes second- by-second Return Path Data (RPD) from more than 1 million multiple provider households to provide deep insights into consumer viewing behavior, including program engagement and commercial ratings.
Kantar Media, the acknowledged pioneer and global leader in the development of RPD services, brings the necessary quality and research expertise that is standard in currency measurement to Audience Advisor through ongoing data acuity initiatives conducted in the company’s exclusive RPD Lab facility.
Accessed through a world class media audience evaluation application, Audience Advisor enables deep, robust analyses into the tuning behaviors of consumers to leading networks and agencies.
By integrating purchase behavior and demographic data from Kantar Media’s third party partners, including Experian Marketing Services, J.D. Power and Kantar Shopcom, among others, Audience Advisor also enables advanced audience segmentation studies based on household-level attributes, demographics and purchase behavior.
“Audience Advisor is a natural evolution of the audience measurement work that Kantar Media began when it pioneered RPD for analysis of television viewing behavior,” says George Shababb, president of Kantar Media Audiences. “The complexity of the marketplace has increased the need for broader, more comprehensive insights but only if they are based on quality data. As a well-established research company with a focused mission, Kantar Media is uniquely positioned to deliver on the need for advanced audience measurement systems that can deliver the power of Big Data along with a high level of data acuity and powerful analytics.”
Clients that are planning to use Audience Advisor include GroupM and Saatchi & Saatchi. “Kantar Media Audience Advisor will provide us with new and valuable insight across a broad national footprint of television households,” says Rino Scanzoni, Chief Investment Officer for GroupM, the world’s largest media investment company. “Its combination of second-by-second viewing behavior and robust purchasing data offers the kind of consumer understanding we need to help us make our clients’ advertising campaigns as effective as possible.” "We've been using Kantar Media's Return Path data for 2 years and are very excited about the expanded sample and ongoing insights it will provide Saatchi & Saatchi," added Gwen Conley, Senior Media Director at Saatchi & Saatchi.