Kantar, the world’s leading data, insights and consulting company, today announced the expansion of its audience activation offer to a broader array of verticals. The expansion of these audiences is based on Kantar’s flagship syndicated studies, including U.S. MONITOR, WorldPanel, ComTech, Target Group Index (TGI), HomeScores and MARS Health. The restructured audience offer will allow marketers to better identify and engage the right consumers and deliver better ROI for data-driven advertising campaigns.
The 2019-2020 federal election cycle is forecasted to generate $6 billion in political advertising, according to a study by Kantar. Kantar projects a significant increase in digital ad spending in 2020, with the channel receiving 20 percent of total political ad spend, or $1.2 billion. Kantar’s estimates include spend only on ads sponsored by federal candidates or campaigns, and not by PACs. The company says broadcast and cable television political ad spending will remain strong, with broadcast attracting $3.2 billion and cable attracting $1.2 billion. Radio ad spending is expected to total $400 million.
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